Using Analogies In Sales Is Powerful

So let's imagine it's a bright June sunny afternoon, and we drive from Atlantic City up to the Bronx to watch a Yankees game. And during the game, Nelson, Elizabeth, and I go to the team store because we want to buy Aaron's judge jerseys. But when we get to the store, we discover there's no price tags on the jerseys. We're like, okay, that's cool. We're huge judge fans. We want the jerseys anyways. So we each grab one, and we head to the checkout counter. And Elizabeth checks out first, and she's told her judge Jersey's 100 bucks. She's like, okay, that's what I expected. So. So she pays her money, and she heads out the store. Nelson checks out next, and he finds out his judge jersey is $200. He's like, that's strange. Elizabeth only paid $100. Maybe mine's better quality. And then I check out, and I find out my judge jersey is $2,000. And after I pick my jaw off the ground, I go, how in the world can my jersey be $2,000 when those two paid a fraction of the cost for the same jersey? And the cashier looks at me and says, oh, sorry, Mr. Neri, but you used a Discover card. Now, folks, this would never happen at Yankee Stadium, or any other baseball stadium for that matter. But you know what? This is happening every day inside the healthcare system.