Prospective customers will place varying degrees of importance upon individual performance predictors. Whilst we may think one particular performance predictor holds the greatest importance for every prospective customer, we are likely wrong. Because everybody is different.
Yesterday a prospective customer phoned to ask about the qualifications of two franchisees within the same city. She was making her choice based on the performance predictor of qualifications; placing more importance on this aspect than experience, size of office, location, etc.
Never assume anything when it comes to the appeal of individual performance predictors to prospective customers, because everybody is different and people change.
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