They mailed potential customers asking them to give details of the computer they were currently using, and what they used it for. They followed up with any one of six different mailings, each incorporating information based upon what the prospect had said. In each case the prospect was sent a portfolio comparing the computer they were currently using with the new Compaq and it was very successful. Another way in which you can attack competitors' customers extremely effectively is through lifestyle databases which are dealt with in question 52 . When we come to talk about databases, you will see that proprietary databases also enable you to attack competitors' customers extremely effectively.
Diamonds are nothing more than chunks of coal that stuck to their jobs.