A few years back I had to return my credit card 💳 physically to my Bulgarian bank and get a replacement new one.

I was travelling 2 days later abroad so I asked to the customer agent as I was returning the old one, to have the new one for tomorrow. To which he replied in a firm and convincing way “that’s not possible”.
​

Surprised, I asked while pointing at a brochure on his desk

- “Then why it says 24h express renewal?”.
- “Aaah but that’s 20 Leva (10€)” he replied.
​

At that point I didn’t realise what was going on, I simply paid the fee and got my card the next day.

​

Now, as I am reflecting and learning on what is “value”, “pricing”… I understood, we often project our value system onto others.
​

The gentlemen at the bank would have never paid the 10€ fee, he even tried to dissuade me, genuinely thinking he was helping me “Listen, just wait 3 days and you can get the new card for free !”, when I didn’t listen and proceeded to pay, his look showed he was certain I was stupid 😆.

A single question from him would uncover that I had an important business trip abroad in two days, where I would be renting a car, and I would have paid almost any amount as that business was so crucial to me I would have paid 10x the fee in heartbeat ⚡️ !

• We closed a $120k project when they client claimed its a non-negotiable $50k, right before we uncover what was truly important to them and could deliver on that.
• I’ve lost hundreds of thousands more for not asking the right questions.

I probably do this myself more times than I would admit, which makes me think … How many missed opportunities are out there because

• We didn’t ask the right questions ?
• We didn’t uncover what’s important to the buyer?
• We didn’t find out why it’s urgent ?
• We believed they can’t afford it?
• We believed they can afford it?

​

Happy Saturday.