“irrefusable offer” is the product of extensive research into
the problems of the consumer – problems which are not yet
being addressed by the competition. Often, research into
consumer problems involves direct questioning of the customer.
The TOC approach, however, involves more in depth research.
Most customers will not know what their problems are; they
may note undesirable effects, but will not touch on the core
To create an
“irrefusable offer” one MUST access senior customer management
and discuss the business. TOC Thinking Processes are then put
into use to ascertain the core problem and how it may be
alleviated. The result is almost always a policy change within
the organisation – a change of such magnitude that the
competition can not easily follow suit. The “irrefusable
offer” is designed to provide 2-5yrs competitive advantage.
Formulate the Irrefusable Offer:
and document complaints that the markets have with the whole
complaints, tying them to common practice/policy in the
how standard practice can be changed to make a noticeable
difference in the market
proposed changes within your organisation
change by visiting potential customers.
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