The whole sales and ownership experience is what our prospects care about, and need to have explained to them.
Many of us are in sectors where there isn’t much to choose between different suppliers’ products. A blue widget is a blue widget. The obvious marketing angle here is to focus on what about the whole buying and owning experience will be different with our business. Yet by the looks of many suppliers’ websites, the focus still seems to be on the product, and the differentials are hidden away in ‘about us’ and other unloved pages.
Look at it this way. If my local corner store owners were trying to get me to buy a box of Weetabix there, rather than at the out of town supermarket or on home delivery, how would they pitch the sale? It wouldn’t be about the nutritionally packed, tasty breakfast made with 100% wholegrain and fortified with vitamins and iron, would it? No, they would say that they’re just a 5-minute walk away, I can buy it without getting in my car and fighting the crowds, and I can get it at a moment’s notice, rather than having to book a delivery.
We should all re-examine how we differentiate ourselves across the whole sales and ownership experience. Because that’s what our prospects care about, and need to have explained to them.