Top Tips - Delivering dreams

About this time last year, before the season began, we all held our breath waiting to see if the financial "tsunami" created by the world bankers would wash away our customers and therefore our profits.

For many companies it was like being in a dream ... you know, the one where you are falling. Due to luck, tenacity and being part of a strong industry, only a few businesses hit the bottom and didn't wake up, but in many ways it was a wake-up call for all of us.

Having dreams in business is healthy and for many of our clients we are turning these dreams into clear business objectives and embarking on exciting long-term projects to turn their dreams into commercial reality.

This got me wondering about what your customers might be dreaming of. So I've been out and spoken to some of your customers and here are four of their dreams and some of my own ideas on how you could fulfil their wishes.

DREAM 1: She is always there when I get home offering unconditional love and friendship.

Solutions: a bunch of flowers for the wife; a paddling pool for the daughter or a new collar for the cat.

DREAM 2: A summer garden party, lots of smiling faces, fun, friends and family.

Solutions: a croquet set; a 12-seater furniture set and huge BBQ; 14 gallons of local cider or a life spent avoiding Facebook.

DREAM 3: Winning the "best in show" cup at the annual village produce show.

Solutions: a bottle of Tomorite; some leading variety vegetable seeds, three matching carrots from the farm shop (or maybe that's cheating).

DREAM 4: A garden to match the classical splendour of Versailles.

Solutions: a dozen clipped box plants; a book on French garden design, a pair of rose-tinted spectacles or a banker with a big bonus.

So, every time that you make a sale don't think about what you are selling but think about what the customer was dreaming of when they arrived, and what it is that they are taking home with them.

- Next time: how loneliness can help drive your mid-week sales.

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