I just completed a workshop for new entrepreneurs – people who have started their own business or have an idea and want to get it out there.
I was struck once again by all the research and investment in time and money that they are willing to spend on these plans and products. There was palpable dread in the room as I pointed out that the best product presented and communicated about in a less-than-professional manner will very likely fail.
You must train your staff to be competent and even skilled. The next layer of professionalism, and maybe what sets you apart from your competitors, enters the realm of theater. People want an experience, they want to feel something.
- What’s it like using the product?
- What’s the business environment like?
- Is it welcoming, warm, exciting or stimulating, or is it confusing, generic, lackluster or flat?
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