Experiments With Hope - Episode 17: The Law of Rejection

Published January 12, 2021 5 Views

Rumble NOTE: This episode was recorded on November 5th, 2018 and moved from YouTube on January 14th, 2021.

When you reject someone’s first offer in order to get a better one, you’re applying the law of rejection. The term “law of rejection” is something I started using in 2008 and it’s an invaluable strategy in sales and in marketing. In marketing, the law of rejection states that the better you get at attracting high-value customers, the better you’ll get at repelling high-drama customers. A common mistake mediocre marketers make is assuming that everyone is their customer. I see this mistake all the time when I ask people who their ideal customer is, and they give thoughtless answers like this…

“Anyone who needs [INSERT SERVICE TYPE HERE].”
“Anyone looking for [INSERT SERVICE TYPE HERE].”
“Anyone who buys [INSERT PRODUCT TYPE HERE].”

Answers like this are a recipe for disaster in marketing. Not all customers are equally valuable. In fact, my experience has taught me that customers who are willing to pay more for a quality product or service are also the best customers to do business with. They rarely complain, and when they do, they’re eager to see the problem solved. High-Value customers are also the most likely to write you positive reviews or to tell their friends about your product or service.

Cheap customers, on the other hand, are the exact opposite. They’re the most likely to complain. They’re the most likely to demand a refund or to default on their payments. Worst of all, when they do complain, they’re often doing so just to get some kind of discount. Hell, sometimes, they’re just complaining because it’s what they enjoy doing.

You’ve met people like this in your personal life. They constantly complain, but they don’t want to solve their problems. They just want to complain because it’s what they do. When you add up the operational costs of dealing with their complaints and the added stress of dealing with them, cheap customers actually cost you more than they’re worth. Smart use of the law of rejection solves this problem. It also makes your brand more appealing to your ideal customers. In this podcast, I talk about why this is and a few smart tips for using the law of rejection in your marketing.

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