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These days leading up to christmas we as consumers are bombarded by adverts on television, in the papers and on the internet for new sofas. These are so prolific and so similar that they all appear the same. Watching these adverts may very well excite the potential customers desire to buy a new sofa……but doesn’t make customers want to but it from any one particular company.
So with this new found ‘need’ for a sofa, consumers head to the shops. This desire can be fulfilled with an attractive product from any company. You have to ask yourself how different do you look from your customers eyes. In the world of sofas it appears that price is the only mechanism for differentiation. Thus leading customers into ‘ bargain hunters’ not serious purchases.
How much more business would you win, if not only could you make prospects want you product or service….but want it from you?
Seth Godin uses the wonderful phrase ’ remarkable’ this way customers will gravitate to you because of you differentiators. If you don’t have that, then like many sofa companies you have to rely on price reductions and discounts to get the business.
Moving on defining what it is that makes you exciting, different, special, remarkable, memorable, interesting, engaging and most important attractive to new customers will create far more revenue than price reductions.
