Dear Misguided Service Provider,

I understand so clearly why I instantly cringe and turn away from you. There's a few words that can fall from the lips of your sales rep. or the message of your marketer that will completely halt any momentum a product or service has gained in my eyes.

"You can't"

If I hear the slightest hint of "You can't" then I won't buy your service.

There's nothing that I can't do. 

I might not like to do "it".  It may take me a long time to learn "it.  I might not be the best at "it". 

Rest assured, though, I CAN DO IT.

My 3 1/2 year old son has this lesson mastered and teaches it to me weekly. He NEVER let's me tell him he can't. His response is always, "Sure I can ". He'll hold his stance if I throw any objections his way. His instinct is that of empowerment. 

Your pitch of "I can't" is banking on the fact that I have learned the bad habit of being a defeatist.

I am listening when you tell me that I CAN get to there from here by using your product or service.  I am listening when you ask me what I am looking for in a service. I am listening when you tell me what YOU can do to help me satisfy my needs.

Do you know why millions of people are repeating Obama's slogan, "We Can"?  Because THEY CAN and they are tired of people telling them they can't.

Do you want to win my business?  Ask me what I am looking for.  Tell me how YOU CAN help me.  If you can't,  be honest.

Truth be told, if I concentrate my heart and soul on "it", my own solution would be better than you could ever give me. 

Your one "in"  to sell "it" is because your solution allows me to increase my productivity.  You have an "in" when your solution resolves my need now and it would take me longer to build something better.

Sometimes.

Never tell me I can't do something... 'cause we both know better.

Sell me a solution by telling me how I can.

Sincerely,

Rebecca D. Levinson, An Empowered Consumer