"Today consumers are avoiding risk. The operative selling word is f-e-a-r. What your customers have to lose is much more motivating than any gain."Darrell ZahorskyIf we talk a moment about the origins of “spin” I believe the American judicial system is to blame.
They have some BS within the framework that introduced the granddaddy of"spin" to paraphrase (or some other excuse for not researching properly) “reasonable doubt”.
To illustrate if you where accused of killing the waiter who shortchanged you in a strip club in Montreal but you where in Vancouver at the time of her death it’s reasonable to assume you did not do it.
Problem is with reasonable doubt is it’s a good excuse to lie through your teeth and pass it of as factual because it’s reasonable to do so.
Take for instance Meadowvale Ford in Mississauga now it would be unkind to name my "spin doctor" so we will call him Jenny to protect his reputation.
Here is an excerpt from a recent e-mail;-
“The new lease end process is actually working very well and customers like the fact that they can have an inspection done before the vehicle is dropped off at the dealer because they have an opportunity to get any repairs done if needed.”I know on the surface looks rather innocent huh? Damn if there is a Mary Poppins out there you’re going to say he is only trying to be helpful right?
Bull shit
Let’s take a closer look
“The new lease end process is actually working very well”Translated- the third-party inspection service not declared in your leasing documents are making us lots of money sucker.
“Customers like the fact that they can have an inspection done before the vehicle is dropped off at the dealer”Translated-now we are showing you we are a massive corporation and we can do whatever the hell we like we know you are scared to death and are only to happy to get a second opinion (paid for by ford by the way) so you can get raped not once but twice you pathetic creature.
“……. because they have an opportunity to get any repairs done if needed.”Here it is the zinger “the reasonable doubt”
Is it reasonable that after 3 years of massive payments and horrendous profit margins that car needs a little TLC? - Well I suppose it is .
Is it reasonable to expect the pathetic creature that has made the massive payments at horrendous profits to kneel before the graven image wallet in hand trousers around ankles?
It depends on the right kind of foreplay.
Part II will examine why you should never spin someone older than 45 unless you are an organized religion.
