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No. 205 / The one trait that helps this company sell 125k a month

With over 2,500 reviews averaging 4.5 stars on Amazon, this company sells more pepper spray than the other 250 + competitors selling a similar product.  

It’s not just one of the best-selling pepper sprays. It’s one of the best-selling products on Amazon period. The people at Sabre have managed to build a pepper-spray empire. But how? 

Simple. They like getting pepper sprayed. 

They don’t just tolerate it. They delight in it. Seriously. They have training video after training video of guys getting pepper-sprayed. Each time they modify the formula or come out with new packaging, they release a new video. They may be crying in the videos, but make no mistake about it, they are loving each moment.

That’s how they’ve been “making grown men cry since 1975” better and more efficiently than other pepper spray companies trying to dethrone them. 

They leave the comfort of their offices and experience their product in the real world. They know what makes a good pepper spray because they’ve asked, listened, tested, and relentlessly repeated the process. They treat their work as a calling, as a duty, as art while other’s look at their work as an obligation, as a job. 

People who are buying pepper spray will hopefully never have to use it. But because Sabre has been able to show they understand, people trust them. They’re not just selling a product, they’re selling piece of mind. And they’ve been able to build that bridge because they love what they do. 

In other words, they empathize.