A company had a booth at a trade show and to increase the number of leads they offered to have a drawing for a Porsche. It was such an attractive offer they got 4,000 leads.
When they followed up with each lead and they announced the name of the company, each person got so excited because they thought it was about them winning the Porsche. But they immediately hung up in anger because they didn’t win and weren’t interested in their product.
To add insult to injury the “lucky winner” sued the company. The company sent the winner a toy model of the Porsche and not a real Porsche. The judge forced the company to actually give the winner a Porsche because nowhere in the contest rules was a model of a Porsche mentioned.
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The lessons: (a) If the free something doesn’t further qualify the lead it generally doesn’t work at all, (b) be honest.
Source: Dan Swanson