A Battle Of Products Or A Battle Of Perceptions?
Marketing is not a battle of products; it's a battle of
perceptions. It doesn't matter if you have best product
or service; it's what people think that counts. That is
not to say that you shouldn't have a good product or
service - it is a prerequisite of doing business these
days. Customers expect it.
Like it or not, it can be difficult to change a mind once
it is made up. It can cost mega-bucks to blast your way
into a prospects mind, because most of us don't like to
change our minds. Once people perceive you one way, it
can be very difficult and expensive to change this
perception. They file you away in their minds as a
certain type of business offering a certain type of
product or service.
To put it another way - it is better to be first in a
prospects mind than to be better. If you are battling
head-to-head with your competitors by matching products
and matching prices then you are probably not first in
the prospects mind. But, don't get too distressed, because
your competitors may not be either. Your prospects may
see no perceived point of difference between you and
your competitors. You may be perceived as being virtually
the same so price often becomes the deciding factor.
The key to marketing success is to find your point of
difference. You then need to be perceived as being the
first to offer that point of difference. Another option
is to create a new product or service category that you
can be first in.
ABOUT THE AUTHOR
Noel Peebles
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