Theory of Constraints Handbook - James Cox Iii [431]
Those that sell insurance or sell financial planning. Again, a much improved offer and positioning is possible, but because you don’t control operations, a Mafia Offer is much more difficult.
Generally, when regulatory rules prevent the appropriate offer, for example, it is considered unethical for Certified Public Accountants to use a gain-sharing offer.
Summary
So, a Mafia Offer can help you to increase your sales by answering, “Why should I buy from you?” And if delivered correctly, using the psychology of Mafia Offers, you can have better control over your sales. What’s better control? How about closing as much as 80 percent49 of your opportunities?
Do the analysis; the worst case is you develop a better offer and a better market position. The best case is you develop a Mafia Offer, one that your customers can’t refuse and your competition can’t or won’t match.
A Mafia Offer is only one part of how Theory of Constraints can help you to improve your marketing. However, it is a very important part and a great place to start.
References
Cialdini, R. B. 2007. Influence: The Psychology of Persuasion. New York: HarperCollins, Chapter 3.
Damasio, A. 1995. Descartes’ Error. New York: Harper Perennial.
Goldratt, E. M. 1994. It’s Not Luck. Great Barrington, MA: The North River Press.
Goldratt, E. M. 1999. Satellite Program Session 5: Marketing. Goldratt Satellite Program. Amsterdam, The Netherlands: AYGI Limited.
Goldratt, E. M. 2008. The Choice. Great Barrington, MA: North River Press.
Goldratt, E. M. and Goldratt, R. 2003. The Solution for Sales. Paper presented at the 2003 TOC Upgrade Workshop, February 21–23, Cambridge, England.
Hart, L. 1975. How the Brain Works. New York: Basic Books.
Kim, C. and Mauborgne, R. 2005. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Cambridge, MA: Harvard Business School Press.
Mabin, V. and Balderstone, S. 2000. The World of the Theory of Constraints: A Review of the International Literature. Boca Raton, FL: St. Lucie Press.
Ornstein, R. 1992. The Evolution of Consciousness. New York: Simon and Schuster.
Renvoise’, P. and Morin, C. 2007. Neuromarketing: Understanding the “Buy Buttons” in Your Customer’s Brain. Nashville, TN: Thomas Nelson.
Smith, J. 2006. Creating Competitive Advantage. Delhi, India: East West Books (Madras).
About the Author
Dr. Lisa Lang is considered the foremost expert in the world in applying TOC to Marketing. She is currently the President of the Science of Business and has recently served as the Global Marketing Director for Goldratt Consulting.
Dr. Lisa has a PhD in Engineering and is a TOCICO certified expert in TOC. Dr. Lisa is currently serving on the TOCICO Board of Directors.
Science of Business specializes in increasing profits of highly custom businesses and applying TOC, Lean, and Six Sigma to sales and marketing having developed the Mafia Offer Boot Camp, Velocity Scheduling System, Project Velocity System and Sales Velocity System.
Before becoming a consultant, Dr. Lisa was in operations, strategic planning, purchasing, R&D, and quality while working for Clorox, Anheuser-Busch, and Coors Brewing.
In addition to consulting, Dr. Lisa is a highly sought after Vistage/TEC speaker on “Maximizing Profitability.” Dr. Lisa also provides professional keynote speeches and workshops for organizations like TLMI, ASC, NTMA, GPI, and NAPM, and private events for corporations like TESSCO, Bostik, GE, Pfizer, Arcelor Mittal, Corus Group and Sandvik Coromant.
SECTION VI
Thinking Processes
* * *
CHAPTER 23 The TOC Thinking Processes: Their Nature and Use—Reflections and Consolidation
CHAPTER 24 Daily Management with TOC
CHAPTER 25 Thinking Processes including S&T Trees
CHAPTER 26 Theory of Constraints for Education (TOCfE)
CHAPTER 27 Theory of Constraints in Prisons
* * *
Knowing how to think is of major importance to most of us. But how well do we think? Do we really have insightful and disciplined ways to analyze problems in either