Alter the Importance Weights. In this strategy, the salesperson uses information to
emphasize and thus increase the importance of certain attributes on which the
product offering is exceptionally strong. In the case of attributes on which the
offering might be short, the strategy would be to deemphasize their importance.
Continuing the adhesive purchase decision, BondIt’s salesperson might offer
information to influence the buyer’s importance rating for ease of application and
storage shelf-life—two characteristics in which BondIt is much stronger than the
two competitors.