Taylor Greenwood Understands Value, see Forbes Article

An excerpt from the article:

In Jeffrey J. Fox’s classic book “How to Become a Rainmaker,” Fox emphasizes the need to “show them the money” for each deal for each prospective client.

To do this, you have to understand what the customer is actually buying.

What the customer really values

To use the example from the book,  let’s say you are in a paint store evaluating two brands of house paint. Brand A is $10 a gallon and Brand B is $18 a gallon. Brand A has the lowest price, but Brand B has more pigment, thereby requiring one less coat of paint than Brand A.  Which paint is the better value?

If you want a gallon of paint, Brand A is the better value.  If you want a painted house, Brand B is the better value, assuming you would use half as much paint – even before you calculate time spent painting!

A key activity of anyone in business is to figure out what the customer is really after, then offer him the best value for his dollar. This doesn’t necessarily equate to the cheapest product or the lowest fare.

Most people don’t buy a product or service, they buy the means to meet their agenda.

Very smart people in aviation companies (some of whom also happen to be ABCI clients) have done the hard work of figuring out what their customers really value.  It’s more than a difference of semantics –it’s a difference of mindset, and it seems that for the airlines, it’s gotten lost in the recent fray over price.

Examples of value propositions from the aviation field

Taylor Greenwood understands that his clients aren’t necessarily just buying pretty photographs. What they really want is to improve their odds of selling an aircraft that is listed in a sales publication with many others of its type. His client’s aircraft has to be noticed first and has to command a better price.  This impacts the way Greenwood approaches the job. He’s keenly aware that he has to inspire the viewer to buy the aircraft, and focuses on the features most likely to add to the desirability and selling price.

Related posts:

1. So, What do YOU think of Taylor Greenwood?