Rons Favorite 2WIN! Moment

 Ron Kendig
VP Marketing and Business Development
My Favorite 2WIN! Moment

I was conducting a workshop in California for a client that sells medical devices.  One of the client's products was operating room booms and I had constructed an example that included a number of the benefits of utilizing the booms in the operating room (as part of the workshop delivery we stress the importance of communicating the benefits of the solution consistently during the demonstration or presentation). So I proceeded to illustrate the benefits, one of which happened to be that the equipment doesn't disappear and that the boom eliminates the need to search for certain devices prior to a surgery, due to the fact that it is attached to the boom. 

At that moment the Sales Director jumped up and said, "Where did you get these benefits? These are great!  I have been working with this product line for years and there is nothing in our materials that discusses these types of benefits".  My response was simple, the benefits were provided by the operating room nurse when I did my discovery to prepare for the workshop.

It was a great learning experience for the client.  Sometimes we all have a tendency to go to our headquarters, our corporate marketing, our high gloss brochures or our carefully designed websites in order to gather customer benefits.  However, one of the best places to get great examples of how a solution benefits the customer is by going right to the source—to the customer!

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