2. Contents
• Some data on customers
• Customers what they do
• What customers want
• Rethinking the 4Ps with SAVE
• SAVE Demystified!
• Value Innovation
• ERRC Grid
• Strategy Canvas
• 3 types of Non-customers
• Few Tested sentences that sell
3. Some data on customers
• 1 out 26 customers will share the negative comment to you. –
(unknown)
• Purchase decisions are made in 10 – 15 seconds. (Mckinsey)
• 80% of companies believe they deliver a superior customer
experience, but only 8% of their customers agree,. - Bain & Company
• If you make customers unhappy in the physical world, they might each
tell six friends. If you make customers unhappy on the Internet, they
can each tell 6,000. – Jeff Bezos
• Soon everyone on Earth will be connected. i.e. 5 Billion more people –
The New Digital Age
8. SAVE demystified!
Define offerings by the needs they meet, not
by the their features, functions or technological
superiority
Develop an integrated cross channel presence
that considers customers’ entire purchase
journey instead of emphasizing individual
purchase locations and channels
Articulate the benefits relative to price, rather
than stressing how price relates to production
costs, profit margins or competitors’ price
Provide information relevant to customers’
specific needs at each point in the purchase
cycle, rather than relying on advertising, PR,
and personal selling that covers that water front
13. 3 types of Non-customers
Adopted from Blue Ocean Strategy
14. Tested sentences that sell
1. First ten words are more important than the next ten thousand.
2. Don’t sell the steak – sell the sizzle.
3. Don’t write – Telegraph
4. Say it with Flowers
5. Don’t ask if – ask which!
6. Watch your bark!
Adopted from Elmer Wheeler’s Tested
sentences that sell
15. Don’t sell the steak – sell the sizzle.
• Example – Vacuum Cleaner selling
– Don’t sell price tag – sell less back ache
– Don’t sell construction – sell labor saving
– Don’t sell motor – sell comfort
– Don’t sell suction – sell rug
16. Don’t write – Telegraph
• Get IMMEDIATE and FAVORABLE attention
– The Grit removers take out dirt you never know you had
– You may forget to clean the bag, but the Time-to-Empty Signal wont forget
to remind you
17. Say it with – Flowers!
• Prove your statements an mean it. I.e. SHOWMANSHIP
– SEE
– FEEL
– TOUCH
– HANDLE
• Run cleaner under table, point to dirt finder, turn switch on and off light and say
– It sees where to clean – and its clean where’s it’s been
18. Don’t ask if – ask which!
• Always ask a question that gets the answer you want.
• Ask what, when, where or how much he wants to buy. Not if – but which !
• Questions get the answers you want!
– You like this feature, don’t you?
– That’s neat, isn’t it?
– Which of these do you prefer?
– How do you prefer paying, weekly or monthly?
• Questions wont get the replies you want!
– Could you afford the better priced one?
– How about it?
– Shall I demonstrate this to you?
19. Watch your bark!
• VOICE is the ‘carrier’ of your message.
• Finest ‘sizzle’ that you telegraph in 10 seconds, with a huge bouquet of
‘flowers’ and lots of ‘which’, ‘when’, ‘where’, and ‘how’, FLOPS if the voice is
FLAT.
• Smile when you say these!
– ‘This will shorten your cleaning time by hours’.
– ‘You have only one back – one life to live’
21. Strategy Canvas – Southwest Airlines
• Focus – Friendly service, Speed, Frequent point to point departures
• Divergence – Meals and Business class lounge
• Tagline – The speed of plane at the price of a car – whenever you need it
