Are you an Informer or Interpreter?
I believe those who claim we are living in the information age are missing the point. Your customers have more information and choices than they know what to do with. That’s the problem. Too much information. What customers are craving for – and willing to pay a premium for – is analysis. They want your interpretation of all the available products/services/solutions available, and they want your advice about which are best suited to their unique needs. They don’t want you to send them to websites, offer to send them more information, or hand them instruction manuals. Information has become a cheap commodity. It’s your interpretation and advice that makes your services highly valued.
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