Spotlight on Doug Kaufman

In this spotlight, Doug talks about focusing on selling the things that are meaningful to the customer. In this example, "sustainability" was a key selling feature for Transloc but that wasn't the top feature for their customers so they stopped leading with sustainability. 

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Doug Kaufman: 00:00

There's also this one other thing real quick is that we really, really, really wanted transit agencies to buy on sustainability. Get cars off the road, save the planet. And they all all the transit agencies were in favor of it. Okay. They loved it.

Doug Kaufman: 00:12

We talked about it. Yes. Yes. Yes. But they didn't never bought on it.

Doug Kaufman: 00:15

They did not hand over money because of sustainability. So the mistake early on was not truly understanding what they wanted and just selling on that. You can throw the other things and sprinkle it in. But if you're spending 80% of your time discussing the things they don't buy on, you're wasting everybody's time. That makes a ton of sense.