Don’t baffle them with Bullshit!

by Adam Bean on December 21, 2011

I was sitting in on a call recently with a number of other business owners that all seemed to have a number of common problems. Two of these really sticking out like a broken toe as area’s that I need to improve upon myself.

And those two main problems were…. focus, and the amount of time spent quoting to win new customers.

So today’s post is about the latter, cutting out time wasted unnecessarily continually quoting for customer’s that really don’t understand what they need.

This is a problem that I have also wrestled with and I believe just recently that I found the answer thanks to the boys over at the I love Marketing Podcast. So what is the brilliant flash of inspiring insight Beanie I hear you ask? Well it is pretty simple really. You need to package your products and services.

Now when I suggested packaging products and services to a couple of the people on the call later on the idea seemed to fall on deaf ears and was received with very little enthusiasm. So I began to doubt myself, maybe I thought to myself it isn’t that easy to just package your products after all. I mean you haven’t even finished your own package yet Beanie.

Maybe you are just over simplifying things again! Right??


Whenever I am deciding on a new direction for my business to take via a new small business marketing idea, I have a really close look at where the idea came from, and the results that have been achieved by using it.

So, let’s take a look at what one of the most famous business men in history has to say about giving your customer’s to many choices……

The customer can have any colour they want as long as it is black” Henry Ford

Mmm interesting said the Elephant to the Hippopotamus. All right we know what Henry has to say about packaging, let’s see what I can find in amongst my reference books.

Now when I talk about reference books, this is what I mean. In my office there are a number of books that I keep on hand and use like reference material. These books aren’t just any old books. They are all written by people who have been there done that, there is no room for….. theoretically this is how it should work nonsense, (you know the kind of books found in school’s, uni’s etc)

The book  we are going to look at today is the Four Hour Work Week by Timothy Ferriss. Now I have gotten a little in front of myself here. I didn’t even go looking for this particular page in the book that I am going to quote. I just let the book fall open and read what it had to say. This is by the way a habit that I quite often employ when looking for an answer to a small business marketing idea that I am trying to improve upon.

Now let’s jump on over to the Four Hour Work Week and See what Tim has to say about all of this..

“Henry Ford once said (see the quote above) He understood something that most business people seem to have forgotten: Serving the customer (“customer service”) is not becoming a personal concierge and catering to their every whim and want. Customer service is providing an excellent product at an acceptable price and solving legitimate problems (lost packages, replacements, refunds etc) in the fastest manner possible. That’s it”      Timothy Ferriss

Tim goes on to explain how giving your customers to many option’s only confuses them (or as I so eloquently put it, baffles them with bullshit) which leads to less sales, which means that you are able to help a smaller amount of people.


All right then, here is my challenge before the sun set’s on 2011 and we fire into 2012.

I want you to sit down and work out exactly what the best package you can offer your market is.

This is going to be your bread and butter product in 2012, with the added benefits of providing your customer’s with an exceptional product, increase your profit’s and free up some valuable time for you.

So what do you think, are you game enough to say to your customer’s…..

You can have any colour you want as long as it is black?

Cheers Beanie

The Social Tradie




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