opportunity 50 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. We tend to ask […]

opportunity 50 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. We tend to ask for the business – the sale – after we have presented the product in detail. I would argue, however, that we are often better off locking in the deal before the product is presented. In a previous life, a business I was involved in offered a ‘phantom shopper service’. We shopped sales people and prepared a report on their performance. We identified their strengths and weaknesses – checking their performance against the requirements of their employer. One such employer, a car dealer, required his sales staff to introduce themselves and then ask a simple question…