The TAYA Workshop

TAYA or They Ask You Answer, is a revolutionary inbound marketing methodology introduced by Marcus Sheridan. The methodology helps you understand that you need to obsess over all the questions, worries and problems your customers have and address these in an honest and educational way. The TAYA workshop will challenge you and the way you do business today and help you to dive deeper into how buyers have changed. It gives you a kickstart to thinking more like your customers. The workshop is the starting point for implementing the TAYA culture – always think like your customers.

What is The TAYA Workshop

KOGGER has facilitated a workshop based on They Ask You Answer, a book by Marcus Sheridan. This workshop will kickstart a TAYA culture in your organization  –  a culture of always thinking like your customers.   


The way customers buy has drastically changed the past few years. Customers want to be educated, not sold to.  Surveys show that when buying a service or product, customers take 70% of this buying journey  alone – online. This in turn means that during these 70% they look for answers to ALL their questions, worries and problems.   


We will go through the changes in buyer behavior and dive deep into how your organization can meet the specific needs your customers have in your industry.  We then move on to creating to do’s for actions needed to ensure your website and all your communication with customers is aligned with what they are looking for.  At the end of the workshop you will have a roadmap to getting better results – by becoming the most trusted advisor in your industry! 

The Workshop will start with a 30-minute Teams-introduction, a couple of weeks prior workshop. The attendants are KOGGER and the ones at your company coordinating itThis introduction ensures that expectations, content and goals are synchronizedThe workshop itself usually starts at 9am and lasts until 3pm, and it is best if it is held at your company. 


From NOK 32.000,- ( eg VAT and travel costs)

Frequently Asked Questions

What is meant by the words packaging of products and services?

The word packaging can have various definitions but when talking about selling cloud services, packaging is defined as a product or service that is sold at a price per user, per month or without implementation costs and without a binding contract.

Why should we package our products and services?

The digital customer journey has resulted in new demands as to how we can communicate our products and services on, for example, our webpages.  Packaging helps to identify a product and present it in such a way that the customer understands both the content and the price.

Doesn’t packaging just lead to further competition as to pricing?

Packaging will lead to competition as to pricing but experience shows that packaging contributes to identifying which other products and services that the customer usually wishes to add on to their purchase. Packaging helps the customer to understand what their true need is and help IT-partners to understand what should be sold in addition to the packaged solutions. Up-sell and cross-sell is a factor of success that starts with packaging.

Isn’t expertise and delivery quality more important than packaging and pricing?

Both are equally important but the timing for them is different during the customer digital journey. The digital customer journey starts with the customer understanding which product and packages they want to buy and expecting to find their price. The complete delivery is originally identified when we are in a dialog with the customer -not during the digital phase. So, in order to reach a customer with our message, we need to have competitive packages and pricing.  But to increase the customer’s consumption and purchasing, we need to talk to the customer, have a dialog, and this occurs at a later point during the digital customer journey.

Do all customers look for prices when searching for products and services?

Yes, they do.  Research proves that the purchase pattern we have personally when we visit a website to buy something, affects how we behave when purchasing something for our company. B2B and B2C resemble each other.  Customers that search for trustworthy advisors are frustrated if they don’t find pricing on the website.

Is packaging really that important, when most of our revenue is from our existing customers?

Yes, and that is exactly why packaging is so important.  If we are to keep up with the growth, we se in the IT-industry, at the companies that focus on or have a clear strategy when selling cloud services, we are dependent on regularly recruiting new customers to our subscription services or recruiting so called “cold customers”.

How can we differentiate ourselves when most of our competitors have the same packages on their websites?

Packaging initiates an internal engagement that in turn helps in defining what makes a supplier or partner good at what they do. Fundamenting your own value on establishing and creating packages and then identifying special expertise when it comes to up-sell and cross-sell, increases the ability to differentiate your company. So simply said, packaging increases differentiation.

What does it mean to have transparent pricing, content and delivery?

In this context, the concept of being transparent means that it is easy for our customers to identify what the product or service contains and how the price reflects this.

Can we get help to create specific packages?

Yes! A part of The Packaging Workshop is devoted to walking you through how to establish, structure and complete a specific package.

Do you have examples of companies that have succeeded in packaging after completing The Packaging Workshop

Yes, we have many examples and we are more than willing to share this information with you if you would like to contact these companies yourselves or visit their websites for inspiration.

What are some of the typical follow-up points after completing this program?

After completing The Packaging Workshop, it is usual that our customers continue to work on creating specific packages.  Normally packages for up-sale and cross-sale are also created.  For example, for support, operations and other types of services that can be packaged. In addition, there is often a need for establishing chat and sometimes doing architectural or structural alterations on the website.