An Idea A Day

SALES MAKE DESCRIPTION RING A BELL Patrick Forsyth

THERE CAN BE a problem in describing even the best product in terms that make sense to the customer. This problem is worsened if the product is new and unknown. The advice to salespeople is always to be truly descriptive, but in these circumstances it’s easy to become vague and include the words “sort of” early on. Customers tend to be defeated by this. The trick is to find the right way to explain what the product is like, and that starts with the customer.

The idea

From the out-of-this-world world of Star Trek …

The television series Star Trek is now a legend across the globe. The original ...