QAISER AMIN

Delivering the Power
feedback on whether we are targeting a customer hot
button with this strategy.
Conservative or hostile needs to hear: We can’t afford to
pass on this strategy; it is too important to customers.
New equipment is coming on the market, and our current
equipment can’t be counted on to interact with it efficiently
and accomplish what customers want. We can solve this
problem and also add two new features that target
customers’ top needs. If we don’t do this, another company
might, and then we could see our customer base erode.
Improving Performance
Higher management wants to hear: Our improved
process also allows us to better meet our customers’
future desires.
This improvement of our performance also targets an
important customer goal that has been raised repeatedly
in customer interviews: it offers an easier way to
customize the final product that the customer buys.
Action-oriented needs to hear: Customers will easily grasp
why the improvement adds customer value.
The beauty of this improvement in our performance is
that our customers will immediately understand that we
meet their number one desire better than any other
competitor.
Analytical needs to hear: The company is certain that the
improvement will be perceived by customers as one that
adds value to them.
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