Honest indifference

Whilst reading Primo Levi’s Flaw of Form, I came across a revolutionary sales technique. It was contained in the chapter called “The Brokers”, during which a sales team try to convince “S.” to be born on Earth.

“During this interview you won’t make any commitment to us, and, for our part, we’ll try to avoid pressuring you in any way on your choice. We’ll show you our information in the most objective and comprehensive manner possible. . . . You’ll see and judge for yourself, then freely make your own decision. You’ll tell us yes or no, and we’ll part good friends in either case.”

This is “revolutionary” for the customer, not the business. It probably won’t yield record breaking sales, but it will give the potential client the freedom to make their choice unimpeded. There’s no persuasion (manipulation) and there’s no contortion of truth: “This is what we do, this is how we do it, and why. It’s up to you to choose whether to hire/buy from us or not.”

I don’t know about you, but this strategy of honest indifference on the part of the company is something I’d like to see more of. I’d love more organisations to give me as much information as possible about their products and services and then take a step back. It’d be great if they gave me all possible evidence, then gifted me the time and space to make an objective decision. But unfortunately, I can’t see such a strategy going mainstream.