The Ratner Effect

Understand Your Buyer > How To Lose The Sale > The Ratner Effect

What is it?

Famously, a businessman by the name of Gerald Ratner described his own products as “crap” and it led to his demise.

Why does it work?

If you want to lose the sale, then far from promoting confidence, certainty and expertise, if you publicly question or insult the quality or ability of your offering, then it serves as an instant and permanent deterrent to your buyer. Your job is to believe in your offering and to promote it, by describing it as “total crap” you are being disrespectful to your buyer and signalling potential quality issues that can invoke their risk averse nature.



How can you use it?

If you want to lose the sale, then describe your offering as “total crap” demonstrates that not only do you not believe in your offering and know that it’s worthless, but that you find it funny too and think your buyers are foolish for buying from you. Taking this approach will have a 100% success rate in destroying your chance of making the sale and may just begin the downfall of your business overall.

The fact is, if you have any doubts about your offering, you need to fix and improve them. If you don’t believe in your offering how can you expect your buyers to?





Like this kind of stuff? Want more?

Buy the book!


84 ways to reach, engage and convert people to buy using psychology, science and common sense.

In the book we cover:

How people work – 18 factors that affect client behaviour.

Selling Communication Basics – 12 ways to communicate more clearly.

How to get attention – 18 ways to stand out and be noticed.

How to engage – 27 ways to engage potential buyers.

How to convert – 10 ways to convert prospects to buyers.

Everything in the book works and is backed by psychology, science, common sense and my own testing.

Click here to find out more