Friday Field Notes: They’re Not Buying Cheap. They’re Buying Safe.

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Everyone loves to say:

“Customers only care about price.”

That’s lazy.

Most customers care about risk.

They don’t want to be lied to.

They don’t want to be embarrassed.

They don’t want to make a bad decision.

So when the call center sounds steady and human, price becomes less scary.

And when it sounds cold and transactional, price becomes everything.

They’re not buying cheap.

They’re buying safe.

Action:

Have CSRs practice saying this calmly:

“You stay in control the whole time.”

Then listen for how the tone changes.

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