Step 3. Make your call to action with the client

When you feel you know where the target is (what the client is personally, really buying), do what Avis did so successfully in the 1970’s and what Warren Buffet’s company, Berkshire Hathaway still does today on the first page of their annual report – admit a weakness and follow-up with the strength that aligns most closely with the client’s big picture “why” and ask then, for the business.

In Avis’ case, their biggest rival was the number one rental car company in the U.S., Hertz. Their biggest weakness was being number two and everyone knew it. In their ads, Avis would lead with “we’re #2” and follow-up with “but we try harder.”

As a business traveler, how effective would this be on you?

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