Quote of the Episode

"If something feels off, it probably is. Trust your instincts and push for clarity—because informed customers are empowered customers."

Episode Summary

In this episode of The Intuitive Customer, Colin Shaw and Professor Ryan Hamilton discuss the all-too-common experience of feeling ripped off. Drawing on Colin's personal experiences with home repairs and unexpected costs, they delve into the anatomy of being taken advantage of as a customer. Together, they explore the power dynamics, manipulative tactics, and psychological cues that underpin these interactions.

From high-pressure situations to unnecessary upsells, the hosts provide insights into recognizing when you're being overcharged and how to protect yourself. Along the way, they share actionable tips for consumers and lessons businesses can learn to build trust and transparency with their customers.

Key Takeaways

1. Red Flags of Being Ripped Off:

   • Urgency and High Demand: When time is short, and demand is high, you're more likely to encounter inflated prices.

   • Irrelevant Questions: Excessive or unrelated inquiries can signal attempts to upsell or gauge your lack of expertise.

   • Upselling Early: If a provider pushes additional services before addressing your core issue, proceed cautiously.

   • Manipulative Sales Tactics: Techniques like "calling the manager" or creating false scarcity are designed to wear you down.

   • Unease: Trust your gut—if something feels off, it probably is.

2. Power Dynamics and Information Gaps:

   • Service providers often have the upper hand in terms of expertise and resources, which can lead to exploitation.

   • Customers should ask detailed questions, break down costs, and research to close the information gap.

3. Lessons for Businesses:

   • Transparency and honesty foster long-term trust and customer loyalty.

   • While exploiting urgency or knowledge gaps may yield short-term gains, it damages reputation and drives customers away.

4. Practical Tips for Consumers:

   • Avoid rushed decisions and gather multiple quotes when possible.

   • Demand clarity on costs and don't hesitate to negotiate.

   • Recognize manipulative tactics and assert your rights as a customer.

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 284,000 followers and 86,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience, Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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