I got a pitch in today’s mail for the American Express Gold Card. Now I already have the Blue Cash card from Amex, so why are they pitching me? “Because you’re such a valued customer, we’re offering you the opportunity to upgrade.” So what exactly does this upgrade look like? At first glance, it looks like $150 a year.
But I’m always keen to talk about money, so I call and tell them my situation. I have your Blue Cash card. It’s free, and I get hundreds of dollars in cash rewards every year. So why would I want to pay another $150 a year for a gold card? The nice woman on the phone said,
“I see your point. I guess you wouldn’t.”
Well you could have knocked me over with a Discover card. I was flabbergasted.
“The people who have it really like it, but it may not make sense for you.”
Okay then! I guess we’re done here. Is the argument for the Amex Gold Card actually that weak, or did I get her at a bad time? I guess I’ll never know.
Questions:
- Are you listening to other peoples’ sales pitches to improve your own?
- Do you fold like a napkin at the slightest hint of sales resistance, or are you ready with your arguments?
- How would you have made this sale? I took the time to call and could have been convinced by a compelling presentation. Could you have saved the sale?
