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Part of designing a followup plan is knowing your purpose. This falls in line with selling what your customer wants. I’ve heard it a million times. When your customer is shopping for a drill, they don’t really want a drill. What they want is a hole.
I would submit that they don’t want a hole, either. After all, I don’t know anyone who drills a hole in their wall and stops there.
People create holes in their walls to hang pictures on.
They hang pictures to make the space beautiful.
They want the space to be beautiful because it makes them feel good.
In NLP (NeuroLinguistic Programming), this is called chunking up or eliciting values.
If your marketing efforts aren’t getting the results you want, check out what you’re selling - is it the hole or the happy family?
What is the top value your product or service supports?
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