Every sales technique in the book

I like wine. And I like learning about new stuff. So, a few years ago I joined a well-known wine club. I order a few bottles, they deliver, I drink it, forget to make a note of which ones I like best and repeat 3-4 times a year.

They recently wrote to me (yes, a letter) in a beautifully designed envelope, regarding the following:

There’s a global shortage of a particular grape from an especially famous part of the wine producing world. (Me: OK, I’m interested).

They were one of the first to import from this vineyard in the 1980s and have a great relationship with the founder of this vineyard. (Me: Seems credible).

Despite the global shortage, there’s an opportunity to reserve delivery of this year’s wine by paying half now and the rest on delivery at the end of the year. (Me: Sounds viable).

So, it was well written and, not that I need much encouragement, quite compelling.

Then came the close. This offer is available with a 30% discount!

I only studied economics briefly but I’m pretty sure supply & demand doesn’t work like that. Surely it should be a 30% premium.

It left me feeling that it wasn’t a great opportunity but an opportunistic sales pitch. So I didn’t order any*.

The lesson? Have a strong and compelling story or have some genuinely good discount offers. But don’t confuse the two.

 *For anyone coming over to dinner in the near future, don’t worry, wine will be served