Don Shapiro started his management career with Lawry’s Restaurants famous for Lawry’s The Prime Rib. In his speeches and workshops, he shares a story about how Lawry’s found a way to turn a cup of coffee served at the end of the dinner into a merchandising and marketing phenomena that helped spread word of mouth about the restaurant. The lesson from this story can be applied to any business…even manufacturing, technology and B2B service.
What “gongs” can you create to make your value more visible to your customers?
Don Shapiro shares his original discoveries about how customers figure out their perceptions of value and what causes that value to rise and fall through speeches, seminars, training and consulting engagements. These discoveries have helped salespeople close more sales and companies improve their brand image, competitive position and marketing strategies.
Closing the sale is about raising the customer’s perceptions of value as high as possible. This article summarizes 28 years of First Concept’s research about how customer’s figure out their perceptions of value and how this can be applied to get them to say yes more often.