Who is Joe Jones?

Once again, I need your input. Is this an important enough concept that it'll help anyone???

Please... LEAVE COMMENTS!!!

Joe Jones is two different people. Yup, the Joe Jones who walks into the grocery store has a set amount of money that he’ll allow himself to spend; it’s called a budget. He doesn’t necessarily want to spend that money, but he knows he has to. Just like with his house payment, his car payment, etc.
But when that same Joe Jones walks into our realm, he has a much different stack of money to spend; money he wants to spend; money he will absolutely spend… on… something! This money has somehow magically escaped his budget—the needs that he must feed—and now he gets to make some sort of a selfish purchase.
This same guy is NOT the same guy. This is the guy we’re not getting, not because our stuff isn’t cool, but because we’re too often treating him like the other Joe Jones; one who will make decisions from a budget; from an “I have to spend this money” mentality.
I believe that more often than not, the purchase of some of our bigger ticket items just might be the single most selfish act in the life of our customer. Selfish? Well, you tell me. I submit that even the farmer who buys one of our side-by-sides or ATV’s to work on the farm only chooses it because it’s more fun than a tractor!! A tractor is much more easily justified; it’s a necessary expense; a cost of doing business. But an ATV… well they’re just cool!
I’m pretty convinced that some of the success that John Deere enjoys with some of their utility vehicles is because they’re more fun than functional. I’m just saying that in nearly every case, what we have in front of us is a customer who is hoping to justify a purchase that is selfish. …and that changes EVERYTHING!!!
You can’t ask the Joe Jones in the grocery store to buy ice cream if it isn’t in his budget. But the Joe Jones who walks into a motorcycle dealership is looking for a reason to buy the “ice cream”, and more importantly, he’s looking for someone who will tell him its okay!
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People need to give themselves permission to buy our stuff. It’s our job to help them give that permission to themselves. They come in our doors to see if we’re worthy of granting them permission to do something selfish. They’re also looking for someone who will ask them to make that decision; to “give” them permission.
They need that permission because they’re often stuck in the rut of having told themselves “NO” for all the right reasons for so long.