DESIRE - DECIDE - DELIGHT

Last week I was working with a client to kick off an upcoming product launch. This was no ordinary line extension but a full blown expansion into a new category for the team. We applied the sales skills training and techniques that we've been working on to the launch to give the team an established path to follow. Everyone was really excited to refresh on the skills, roll up their sleeves and apply their training to this new category. We had a successful day and in the end, everyone walked out with a rock-solid game plan, ready for action.

I was also able to participate in the corporate presentations to the sales team that took place the day before and were delivered by the CEO, the Marketing team and other corporate groups. It was during one of these presentations that Desire-Decide-Delight was discussed. Three simple words that combine to form an extremely powerful message and call to action that should effect every activity of the team when they are talking about their products or services to customers and clients. The "Three Ds" are at the heart of Demand Creation. Let me break it down for you.

Desire: The fact that you are offering your product or service isn't enough. You must create the desire for your products and services with your customers. You can do this by communicating your message in a consistent way that your product or services meet their specific needs.

Decide: Once you create the desire with your customers about your products or services, you must back that up with a compelling offer.

Delight: This comes after your customers have purchased your product or service. If you've delighted your customer, you have earned their loyalty for a lifetime. This is done by achieving (and exceeding) the results described in your offer plus experiencing additional benefits from the product or service, as well. The delight is built into the product or service from the start.

Now, more than ever we have to make sure that we create demand for our products and services to ensure that we stand out from the competition and we give our customers something more to buy!

Think about how you can apply the "Three Ds" to your business, create demand for your products and services and gain your customer's loyalty for life!


Joe Sileo
President - TRAIN, LLC