No one wants your products, services, clubs or venuesWhatever you can offer, some else can tooIf you are chasing share of spend, you aren’t targeting the right areaIf you don’t plan to succeed, you actually plan to failDoing the same things now won’t get you different results in the future
The kind of things you will want to know / understand include…How the clients sees the presentationWhy that situation is not idealWhat an ideal would look likeIt is unimportant whether the client is right or simply smoking somethingYour intent is to understand the client’s perceptions
Although decision are made based on what is best for the organisation, all buyers have personal agendas – something they personally want to achieve. These usually cloud their perceptions of wheat is neededWhat’s in it for you – personally?How will it improve your status?Why is it important to you?What would success / failure mean?What is stopping you?
Use the example of Target and its decision to buy cheaper Mac cosmetics only to discover