There is a classic marketing tale about a major shopping center that experienced a failure in the elevators that took shoppers to their main floor.<\/p>\n
It was costing them thousands of dollars a minute in lost sales.<\/p>\n
The mall manager was panicking. She had called several service companies, but none of them seemed to be able to fix the problem.<\/p>\n
Finally, she called somebody who was able to fix the problem in 60 seconds flat by simply pressing a few buttons…. then he invoiced her a whopping $10,000 fee “for services rendered”!<\/p>\n
The outraged mall manager asked the service man, “How can you charge $10,000 for pushing a couple of buttons and one minute’s work?”<\/p>\n
The service man replied by re-writing the invoice to say, “service charge for pressing buttons; $1.\u00a0 Investment for knowing which buttons to press; $9,999”.<\/p>\n
Do your customers understand the value of the knowledge you deliver in your value bundle?<\/p>\n
In virtually every field, it is knowledge which allows you to ‘press the right buttons’.<\/p>\n
Nowhere is ‘knowledge’ more important than in the rapidly-changing field of marketing and advertising.<\/p>\n
The next time your prospect questions why your spot rate is $100 compared to the competitor’s spot rate of $90, you might suggest that your actual spot rate is only $20, the other $80 is for your expertise in capturing higher returns on their advertising investment.<\/p>\n","protected":false},"excerpt":{"rendered":"
There is a classic marketing tale about a major shopping center that experienced a failure in the elevators that took shoppers to their main floor. It was costing them thousands of dollars a minute in lost sales. The mall manager was panicking. She had called several service companies, but none of them seemed to be […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-907","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\n