Under-promising and Not Over-delivering
I was recently working with a large international chain of not-for-profit health and fitness centers, and one of the first things I told them was that they were giving their customers too much value. They looked at me as if I had just spoken in a foreign language they did not understand. “There is no such thing as delivering too much value to customers,” a member of the senior team told me. Would you care to wager on that?
I went on to explain to them that it costs $1,500 per year for a family to join one of their facilities. That $1,500 includes access to gyms, programs, swimming lessons, and many other amenities. If I were to sign up for those same programs individually and at different places ...
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