No one takes free advice because it is not sold to them. It is just given. They have no commitment to it.

When we don’t make a contribution in a sales process we are not invested in the outcome.

The commitment does not have to be financial, but there must be something. A cognitive connection, or emotional engagement can be just as good.

Ironically, it is often harder to get people to commit their free cognitive or emotional currency than it is to get them to commit money.

As always I’d love your thoughts on this here.


Darren Fleming