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2 rich cousins
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After yesterday's message (on the response from Samsung to Apple re: their new tablets), this reply by fellow daily emailer Wes Wheless from The Lightbulb summarized the feeling: "It feels like two rich cousins fighting in public" Spot on. Besides the comms and whether or not the message went through in their ads, the overall feeling is the same: it's all about them. And when you (and your business) focus and react to what the competition is doing right or wrong, you're missing the mark. It's not about you, your business or your brand: customers don't care. It's all about your customers. And when you got this right, things will come easier. Focus on them. Not on you (or your brand). Help. Them. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Please stop asking what's the budget It assumes they'll buy from you. It assumes you'll accommodate YOUR offer to THEIR arbitrary budget. It assumes they know what they want and need at a deep level. It assumes they're the expert. It assumes they lead the engagement. And when you assume, you stop asking.
Something that happens quite often when selling: you're talking to one of the right people. You might be talking with some of the people that are in the process. You might be talking (and they might love you) to one of them: technical, manager, procurement, economic buyer. While doing it, others are left. And they become your blind spot. Involve everyone who is part of the decision in your process. That'll give you better chances at moving forward, or stopping the process when things don't...
Somewhere, I read that price (or even pricing) is strategy. It's not. It CAN give you a better position or approach in a strategy, yet it's A factor for strategy (in your business). Price is advantage. It's what makes your public claim of expertise make sense —or not. It's what makes your promise give a sense of your deliverability. It's what makes your offering be good, good enough or too good to be true. It's what can be your advantage.