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Summary Of Ice To The Eskimos By John Spoelestra

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Jon Spoelestra’s Ice to the Eskimos was very interesting and informative. Throughout the entire book, Spoelestra reflected upon the experiences and knowledge that he gained from working in the sports industry. One interesting aspect of the book was Spoelestra’s principle that organizations should design “an offer that consumers cannot refuse” (Spoelestra, 1997, p. 199). This was particularly interesting to me because of my interest in finance. Initially, I thought that if you make an offer too good, that you could potentially be losing out on some profit, however, after reading this book, this principle makes perfect sense. When an organization is struggling to sell a product, the organization should reposition it so that it is a deal that …show more content…

111). The main reason why this is one of my favorite aspects of this book is that it encourages “reasonable down-selling” (Spoelestra, 1997, p. 112). I think that too often salespeople try to only upsell customers, and that can end in a bad experience for the customer, or not sale for the organization at all. I believe that if all salespeople abide by this rule, then organizations will be more successful, as customers will actually be purchasing something they actually want and will enjoy, which increases the chance that they will be a repeat …show more content…

If an organization can successfully prove to their client’s boss that the client made a good decision, then the organization will increase the chance that the client will renew their deal. I always thought that the main thing an organization needed to do to retain a client was to prove that they did exactly what they said they were going to do. Yes, organizations must prove that they carried out all aspects of the contract, but the most important thing that they must do is hype their clients, making them look and feel like heroes (Spoelestra, 1997, p. 175). When an organization can successfully do that, then their sponsorship renewal rate will increase

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