CHAPTER 14
Supporting
Your seventh Value-Added Selling strategy answers this question: “How painless have we made it for the customer to implement our solution?”
Dwight D. Eisenhower, thirty-fourth president of the United States, was the Supreme Allied Commander in World War II. He said this about logistics: “You will not find it difficult to prove that battles, campaigns, and even wars have been won or lost primarily because of logistics.”1
When you are a consumer and ready to pay, which checkout lane do you normally choose? The longest? The shortest? The one where the person in front of you has the fewest items in the basket? How do you pay? Cash, check, debit card, credit card, gift card, or smartphone? Do you buy things that are assembled ...
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