Time utility is a key principle in economics that means there is legitimate value in the timing of delivery of goods or services. In our businesses we need to keep in mind the importance of timing delivery for customers. King Solomon wrote, “For there is a proper time and procedure for every matter. “ (Ecclesiastes 8:6, NIV)  

When I do consulting work, my first challenge is to identify what my client believes is their major problem. Unless I’m able to focus quickly and effectively on what the client believes is the key issue to solve, my relationship will be very short-term. 

I’ve never been a fan of negative selling. I recently encountered a sales pitch from a guy who writes advertising copy for websites. The sales pitch commenced by shredding current content and layering criticism after criticism. In reviewing the pages, some of the criticism was well-placed. However “Ken” was pretty angry about having his ad copy treated in such a brutal way.

I was buying several plants at my local nursery and as I completed the transaction I said to the owner “You didn’t get my email address.” “Bill’s” response was, “Why would I need it?”  I explained that he could send me an email reminding me in the spring what plants I should get for my yard or what items to pick up for fall cleanup or let me know what’s on sale. Bill agreed that it was a good idea, finished up with me and moved to the next customer. Bill will likely never act on developing an email list.

I don’t want to interject myself into Bill’s business without being asked. However, if he were to ask me I would tell him to collect email addresses and send out a periodic newsletter. He could write the letter in the winter when business was slow and Bill didn’t have a lot to do. Then he would have newsletters written in advance.

Perhaps Bill was concerned about how to develop content. Bill could summarize good articles from the internet in a brief paragraph and provide a link to the article for more information. Better yet, he could contact the author and see if he could have permission to reprint the entire article as part of the newsletter.

Regular readers will know that a Unique Sales Proposition (USP) is critical for any business. When we are clear about our USP we are able to articulate the benefits of our business to prospective customers. I consistently advise businesses to lead with the benefits and follow up with the evidence.  Many businesses become clear about their USP and effectively focus on benefits to customers, but do not always follow with evidence.