I've been scribbling cartoons again. I met this guy at a seminar who was so focused on his competitor that he forgot to be different. Fortunately the seminar helped him realise this, so I was there to witness that moment of epiphany. Or, as the great Homer said "doh!".
His next question was "how do I compete in a crowded market?". Hmm, tough one. If the product is similar and the price is about the same, there's not much left. Except perception.
Product features and price are rational considerations. But people bring emotions into buying decisions. Call it gut feeling if you like. Have you ever based a choice on something you couldn't put your finger on? That's the power of favorable perception.
Good news. You can manage perceptions through your communications. But, you need to know what your customers will favour. It could be something that you and your competitors all offer - but no-one else has made a selling point out of it. Do you have a service department? Tell your prospects how big it is - their perception will be that you care a lot about service.
Just one word of warning. Watch out for any gap between the perceptions you create and the experience your customers will get.
3 comments:
'seminar' is that a trendy pub in Swindon!
I know who you are "anonymous". You're a very silly man.
Great post. I lean a lot from your post. It is so helpful.
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