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July 2007
Sales Ideas: The Tuna Fish Story
Everyone loves a bargain. If mom and dad go to the grocery store on Saturday morning to buy tuna fish and tuna fish
is marked down by fifty cents a can, mom and dad are going to buy five cans of tuna fish. That’s the way they shop, the way you shop and the way I shop.
We are always looking for bargains.
Stocks should be like tuna fish. Point out to your clients that they deal with many markets in life and they look for bargains
in all but the most important one. When it comes to buying food, clothing, houses or automobiles, consumers literally scour the countryside looking for bargains.
Yet when the stock market slashes its prices, people run away. As advisors, when our stuff is on sale, nobody wants it. Why is that? And what can we do about that?
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