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Make it Special!
The problem was not the programme but the approach. The phrase "roll out to their largest customers" came across in their messaging. This is a major investment in collaboration with their customers, and requires joint activities at the highest level. This type of commitment will only be gained if everything about it is 'special' and not part of a continuum.
Consider these two descriptions:
- We have developed an innovative programme that will lead to significant opportunities for new business. A programme that will be built upon joint commitments and comprehensive action plans to meet agreed strategic goals.
We are now looking for a small number of partners to work with across the globe, and we think that you are an ideal candidate.
- We have developed an innovative programme that will lead to significant opportunities for new business. A programme that will be built upon joint commitments and comprehensive action plans to meet agreed strategic goals.
We are now rolling this out across all of our largest customers, including yourself.
The message is almost identical, apart from the last sentence. But the meaning, the customers' interpretation, is entirely different. Version 1 makes a customer feel special; it's a members only club and they are invited to join. Version 2 just tells them that it's happening anyway and it's of interest, but not exclusive.
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