I grew up among people who lived and died by the motto “Always Be Closing”. Do you remember the movie “Glengarry Glen Ross”? That is such a great example of the culture that brought us the 2008 recession. Pressuring people to buy that which they cannot afford always ends badly. Fortunately, consumerism is undergoing a transformation. It is a slow transformation but a transformation nonetheless. Millennials are less interested in high-pressure selling and more interested in content. This is a fundamental shift from the selling tactics that worked so well in the eighties and nineties.
That kind of selling brought us marketing aimed exclusively at making the sale while sacrificing content. The good news is that we’re moving away from high-pressure marketing and toward quality marketing. How you make the sale is more important than making the sale. Our shared economy is geared toward quality of service and returning customers.
This isn’t due to some fantastic evolution of the human consuming brain but rather to the speed at which information spreads. A few decades ago, a shady business could always count on new customers it could swindle out of their hard-earned cash. Today things are different. With the rise of sites such as Yelp and Google reviews, bad businesses go away a lot faster. If you want your business to succeed, quality and service are paramount.