You sit down with a potential customer that has been evaluating your product or service for the past two months and is still hesitant to make a commitment to you one way or the other. You tell him again, for the twentieth time, that your product or service will meet all his needs and more. He looks at you and says those three dreaded words very rapidly so as to make it sound like one word….”Iknowbut.”

If you think about it, you probably either use or hear this term used 10 to 20 times per day. For example. One of your teen children ask to go to a party at a place where you know there will be older kids. You tell them no they can’t go and they say  all their friends are going. You say, Iknowbut that doesn’t mean you can go. Or its a sunny day and you want to play golf but you also promised your wife to do some house repairs. You plead your case and she says to you, Iknowbut you told me the same story last week.

How is it that these three words can have so much power? The term literally diffuses a line of reasoning or logical progression of presentation. And, perhaps the reason for that is we all use it some much ourselves that it weakens our resolve to make our point.

In the business world closing orders and getting people to commit to a decision has never been more important. Changes in financial directions, technology and personnel are happening every day and affecting operations of small and large firms alike. This being said, it is even more likely that someone will use these facts when they pull out the Iknowbut term. As in, Iknowbut we can’t afford to put this product in our system now when we don’t even know if we will need to make major changes in the next six months.  Frustrating.

Pure Air Systems has been manufacturing commercial grade HEPA and Carbon based fan powered air filtration systems since 1985. These systems have been used in almost any type of  commercial, institutional, residential and industrial application you can think of. The term “performance” is synonyms with Pure Air Systems products. These rugged, well-designed metal housed units incorporate the latest in ECM motor design and digital control systems allowing them to be used anywhere in the world. Only commercial grade, certified, 99.99% at 0.3 micron filters are used in the systems. These are complimented by high grain load carbon media and polyester dual-layer prefilters.

Interesting that at Pure Air Systems we often hear comments from customers who are trying different filtration options for a specific problem and we hear comments from engineers and operation people on how they sold the idea of using a PAS system with Iknowbut.  Someone would say why purchase the PAS unit when we have these other filters in stock. The response is, Iknowbut we have tried everything and nothing compares to the performance of these systems.

For more information on the complete line of HEPA and Carbon based air filtration systems you can find us at: or on Twitter, @pureairsystems or on our Facebook page. Of course you can always call us on our toll-free number; 800-869-8025.

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About the Author: Don Musilli

My name is Don Musilli. I started Pure Air Systems in 1985 and then sold it in 2006. I continue to consult for PAS and write their blog and control their Twitter account. I also, on occasion, make changes to the website. The company is now almost 26 years old and has been a major player in offering commercial grade, high performance HEPA and Carbon based filtration systems for the commercial, institutional, industrial and residential markets.

I currently reside in Englewood, Florida where I write blogs and do social media marketing for a number of clients.

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