Businesses can be like teenagers — they want to simultaneously fit in and stand out. When I consult with clients that naturally stand out, because they sell something really unique, they complain that their prospective customers aren’t clear on exactly what they sell. On the other hand, when I consult with clients that fit in, because they sell something common, they grumble that it’s hard to differentiate their businesses from the competition.It’s like the grass is always greener on the other side of the sales fence. However, to be successful, you need to market your own yard. Rather than bemoaning the advantages of having something different to sell, both situations can benefit from taking a page out of the other side’s playbook.
For those sales reps who have unusual offerings — like golf tournament consulting services or a medical data-collection system using headsets and the Web — it’s a challenge to show the value of your proposition when the customer doesn’t get why they need something that does X but not Y.
via Way to Grow.
Jose Antonio Morales on November 6th, 2005 at 4:41 am
I was reading a book where they said something interesting about marketing. No matter what you offer (unique or common)the most important is to find out the lifestyle of your customers and show them how your product or service can impact in the way they live.
Louise Forsmark on January 16th, 2007 at 6:32 pm
distributor manufacturer pool swimming…
How to Be Different, or the Same…
danakeith on June 22nd, 2008 at 11:49 pm
yes Mr. Jose Antonio Morales, that is very true.. I agree with you, being in the business like it, you need to go with the flow on what the clients wants.