Friday, May 16th, 2008

Idiom: Delivery

You say, “We deliver!”

She says, “I’m excited about my new delivery, but…”

“But… I’m not looking forward to staying home all day to wait for it. Or what if I have to work that day? It will be a huge pain in the neck to take time off to come home and let them in, and Bill might be out of town. I certainly don’t want my nosy neighbor to let them in.”

“But… my home is probably going to look worse before it begins to look better. I mean, what am I supposed to do with my old stuff? It’s going to have to be moved somewhere in order to get the new stuff in… which I’m sure will reveal a colony of dust bunnies. Will the new stuff even fit? Will I have to rearrange the entire room?”

“But… I don’t even know these people! I teach the kids about stranger danger, yet here I am inviting a couple of burly guys into our inner sanctum.”

“But… and this is my biggest BUT… what if I don’t even like this stuff I’ve been waiting for all these weeks? Will it look pretty, will it work properly, will it make me feel good?”

“What are my options if my mother-in-law raises her eyebrows at it?”

How do you answer your customer’s “But’s…”?

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Friday, May 9th, 2008

Idiom: Time

You say, “This weekend only!”

She says, “Not on my calendar!”

There are many demands on your customer’s time.

There are things she has to do, like go to work and get groceries and take the kids to the dentist.

There are things she needs to do, like read bedtime stories and go out to dinner with her husband.

Then there are things she wants to do, like read a beach novel or go on a cruise.

If you could sell time in a bottle, she would be willing to pay any amount of money for it.

But since you can’t, how DO you meet her need for time?

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Friday, May 9th, 2008


No, not “idiot.” Idiom. It means:

1. an expression whose meaning is not predictable from the usual meanings of its constituent elements, as kick the bucket or hang one’s head, or from the general grammatical rules of a language, as the table round for the round table, and that is not a constituent of a larger expression of like characteristics.

2. a language, dialect, or style of speaking peculiar to a people.

3. a construction or expression of one language whose parts correspond to elements in another language but whose total structure or meaning is not matched in the same way in the second language.

Does it ever feel like you’re speaking a different language than your customers?

In these “Idiom” posts, you’ll learn to speak your customer’s language. She’s a very selfish gal, really. It’s all about her. Let’s figure out who she is and what she wants so we can give it to her.

National Research Council. Front Matter. America’s Lab Report: Investigations in High School Science. Washington, DC: The National Academies Press, 2005. lab report writing service

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