subject: The Difficult Task Of Making An Irrefuseable Offer In Your Marketplace [print this page] Visualize your business's ultimate advantage: It would certainly consist of operational excellence, along with effective and efficient marketing and advertising. Your team would recognize your buyer's core challenges, and what innovations would help them break through their key constraints, and therefore how your business can create systems or approaches that help remove your clients hurdles.
So we can actually produce 2 perspectives associated with 'current reality': One as it exists exclusively for your prospective client, which will include the problems YOU are in fact causing for them. And also another version of present reality which exclusively looks at your own inner structure, like the effects that your policies and situation have on your prospects business.
Now we have the actual starting point to build up a knock-out competitive edge that your business hasn't even yet conceived of, plus your direct competitors will most likely find very hard to copy, let alone implement any time soon. THIS will be a Mafia Offer. An offer that your prospects simply cannot refuse. Developing Mafia Offers requires the use of the TOC Thinking Processes. This creates a competitive benefit that secures the future profits. Mafia Offers can only become created by gratifying a significant need of the market to the degree that not one other significant competitors can. (Herman & Goldratt)
The Challenge to Generate Mafia Offers
Inside SPIN Selling, Neil Rackham's research shows that the techniques used for large sales usually created self-inflicted sales limitations. A sales limitation exists when something we do, often as a result of inner policy, results in the loss of sales. Mafia offers increase success simply because we take on the responsibility to discover product sales constraints that exist within our companies behaviour and also policies - which are by nature areas that we have greater capability to manage and alter. As an example: Along with the higher complexity of large product sales, the buyer might not understand either the paradigm which we propose in our method, or the various features of the offer.
Nonaka and Takeuchi explain it this way: The majority of customers' needs are usually tacit, which means that they can't tell exactly or explicitly what they require or want. Asked 'What do you need or want?' most customers tend to answer the question using their limited explicit knowledge of the available products or services they acquired in the past. Thus, our offer, or at least the way we present it, often manages to lose the sale because it doesn't truly connect with the prospects perspective. (see Rackham's research in SPIN Selling for the analysis) The ability to tactfully explain in words the potential customers needs is OUR burden, and chance, which is in the centre of the Mafia Offer. This is achieved by creating a company proposal for clients that will remove constraints on their perception of the worth of your product or service. Or even more simply: A solution to your clients present restrictions that your customer can genuinely comprehend and connect with. These days, this requires crafting your mafia offers in real-time through surveys and communication.
