Add One-to-One Services -- Sherburne

I hear objections to this approach all the time. They include:

• My customers are not asking me for variable data—but ask yourself: Do you go to McDonald’s for Chinese food? Your customers are asking someone for it!

• I don’t want to get another firm involved. They may poach my client. Yes, they could. But if you do nothing, the risks are even greater. Your customer is likely to “poach” herself because she will be looking for these services.