Royce,
I agree. Selling with solutions has been successful in B-to-B
advertising for the 40 years I was involved in it. But, usually,
there's one ot two other necessities in making the sale...you have to
convince the prospect that your solution works and that it's cost effective.
Example...to continue with my long driver epistle that somebody got
me started on yesterday...
Some old guy at the range in our golfing community asks me if he can get
more distance with a long driver (a lot of "pain" there). I say, "Sure," and hit
four or five nice straight drives down the middle to demonstrate that it will,
hand him the club and see how he does with it. Give him a few instructions if
necessary. Nine times out of ten, the guy will pick up at least 20 yards, and
even if he's not very straight, he's seen that I was accurate and is convinced
he could be, too. At this point, almost any price I gave him under the cost of
an OEM club would be acceptable. When I low ball that figure with my
"non-profit" price, I have another clubmaking project for fun. Then I can tinker
with the specs to better fit the way I saw him swing, and usually by
the time he tries the club, he finds he can hit it more accurately than he
did with my "demo." Happy customer and new friend. If he keeps playing well with
it, overlength fairway woods are a month or two away...and maybe next year a set
of irons. But, "keeps playing well with it" is the catch. Initially, almost
all players listen to my instruction and hit a lot of good drives. But,
I'll bet 40%-50% revert to their old swing within a few weeks and need a
"reminder" lesson. The second time around, the lesson usually sticks. Maybe
80% of all my long drivers will still be in the bag after a year or two. Then,
they'll want a new and even longer-hitting one...and that's a tough nut to
deliver. :-)
Bernie
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