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Kjellberg Encourages Congress Attendees to Find Their 'Delight'

Jonas Kjellberg exhorted club professionals to find their “delight”  - what it is that makes their clubs stand apart from the rest - today at the 14th Annual European Congress in Amsterdam.

Efficiency and functionality are expected of any company, Kjellberg noted.

“That won’t help you increase sales, though,” he said. “Delight will. Companies focus on the first two because they can control them. Figuring out what delights people is more difficult.”

If you want to focus on efficiency and functionality alone, then you have to be exceptionally strong in sales. You have to increase the number of contacts you make with prospects because it takes 100 contacts to make one sale.

Kjellberg acknowledged that finding your company’s delight is not easy. For example, it took the founder of H&M 10 years to discover that the company’s delight is that it is a fashion company, not a discount clothing company. H&M uses high fashion models and has stores in all the major cities, but sells clothing at a fraction of the price of high fashion stores.

Like H&M, you will become a game changer in your industry if you can find your delight. And when you do, your customers will tell your story and essentially become your sales force.

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