There was a time people studied the auto industry to learn about success in sales. My how times have changed. When any groundbreaking product is new it does not take much to sell. However, notice how things proceed in three stages.
Stage 1 - Meet Acceptable Minimum Standards - The first car or the first cell phone just needed to basically work and flaws were acceptable. It didn’t matter that the only color was black or that you had to carry the phone battery around in a bag. It was cool and new and people bought it.
Stage 2 - Enter the Competition - As the product evolves and improves consumers become more demanding and those who answer the call with a better mousetrap find their sales outperforming the others. We wanted an AM/FM radio and choices of color.
Stage 3 - Going Beyond Needs - Few companies reach this level. They not only give the customers what they want but they surprise them with the unexpected. Look at Disney and selling the amusement park or Lexus and a car that can park itself.
“Stage 3...is imagination-driven and a company in this stage offers the possible service.”
If you are only delivering what your customer’s need or want you will only be average. If you can deliver what they love you will excel. If you cannot find that in your products you must deliver it in the way you service them and their needs.
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