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Thanks so much Joe. Your post caused me to go back and rewatch the video you shared (below).[media=youtube]cGmXEYy6WM8[/media]As you noted John Ross starts at 1:06:00I absolutely agree the store visit is the absolute most important step in gaining a sale. FMOT trumps ZMOT every time. But again, with shoppers visiting fewer and fewer stores, and only after doing extensive online shopping, your ZMOT game had better be a whole lot better than "not blows". Without a good ZMOT game you'll never have your FMOT opportunity with that customer.My big John Ross take away was at the end of his presentation at about 1:52:00. Where he talks about how the manipulation of the shopper doesn't work the way it used to. That we need to let the customer have the control they seek. This quote drove it home. "He who rewards me with the information I need, that makes me feel smarter, better, faster - that's gonna earn my dollars."
Thanks so much Joe. Your post caused me to go back and rewatch the video you shared (below).
[media=youtube]cGmXEYy6WM8[/media]
As you noted John Ross starts at 1:06:00
I absolutely agree the store visit is the absolute most important step in gaining a sale. FMOT trumps ZMOT every time. But again, with shoppers visiting fewer and fewer stores, and only after doing extensive online shopping, your ZMOT game had better be a whole lot better than "not blows". Without a good ZMOT game you'll never have your FMOT opportunity with that customer.
My big John Ross take away was at the end of his presentation at about 1:52:00. Where he talks about how the manipulation of the shopper doesn't work the way it used to. That we need to let the customer have the control they seek. This quote drove it home. "He who rewards me with the information I need, that makes me feel smarter, better, faster - that's gonna earn my dollars."
