Understand Your Buyer > How To Lose The Sale > The Small Print Effect
What is it?
If you want to get a bad reputation for yourself and damage client relationships, then slipping things into contracts and small print without highlighting them is an effective choice.
Why does it work?
It works because we’ve all agreed to things (admittedly without reading them) and had a bad experience. It’s the fact that people don’t read things that creates part of the issue in the first place.
How can you use it?
If you want to look after your clients, keep your contracts simple and point out important clauses. Transparency and trust are essential for long term relationships.
If, on the other hand you don’t care about people and are happy to take advantage of them, then small print is a tried and tested way to get the advantage.. but at the cost of the relationship / your reputation.
Example
This medicine bottle warns you not to take it (!)
See also:
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