OK, I’m getting more radical about this by the day I know, perhaps I’ll calm down about it soon. Until then, I think I’ll blame it on the heat. It’s been 40 degrees Celsius here pretty much round-the-clock for as long as I can remember now. Last night my wife woke me up because of the burning electrical smell filling the bedroom which I eventually traced to a failing plug on the air conditioner. In any event, we had to go the night without the A/C here and this morning I am 5 kilos lighter and loaded for bear.
“Maybe the reason it seems that price is all your customers care about is…… that you haven’t given them anything else to care about.” Seth Godin
Li adds that this quote should be sent to everyone in the company, and pinned-up in every break room.
This takes me back to my sales training when I first started as an Account Executive at Illinois Bell (ca. 1979). We were a virtual monopoly selling phone service, what could be less interesting. But the thrust of all our sales effort was on developing proposals that spoke to business benefit. Study the customer’s business, discover his business problems, his pain-points and find ways to solve them (through communications of course). OK, there was also the “Sell the Chump the Lump” approach but hey, we were on commission and you’ve got to feed the family. The point to me, of the above is simply if you go in talking price, you’re going to miss a lot of opportunities and, you’re going to end up just talking price.