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SONY DSCI remember a TV ad not so long ago when an unsuspecting customer who was desperately trying to buy a mobile phone from a now defunct mobile retailer was challenged with the assertion “You text a lot don’t you?”

The unsuspecting customer looks blankly at the wise sales-person and stammers out “Y-Y-Yes, but how did you know?”

To which our commercial guru leans back with a huge grin on his face and says “I just had a feeling.”

Sale won, money in bank, we all feel a warm rush at how these supernatural entities are able to look into our very souls and glean that one vital element of information needed to convince us that they are the ones to help us in that moment when we need to send a text.

Except 10 years ago literally everyone was texting a lot. It was one of the biggest money spinners that the networks had and that warm feeling we experienced was probably nausea.

However, those were the days when it didn’t really matter what the customers’ requirements were, we just sold whatever we were incentivised to that week. Whether the customer texted a lot or not was irrelevant if [insert name of huge mobile manufacturer] had recently visited with an incentive scheme that might end up with me on a ski trip.

It is, thankfully, different now.

When we build a proposition we are looking at understanding the technology that enables the solution that the customer is looking for. Demonstrating that technology to the customer using a language that they understand so as not to confuse them. We take the time to explain the different benefits that the solution provides both tangibly in terms of the solutions feature set, its durability or value added elements as well as the intangible benefits that usually revolve around time or cost savings when compared to other solutions in the market place.

It’s got to be much better than “You talk to people over the phone a lot? Use this, it’s cheaper.”