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A Proud Name BUSINESS MANAGEMENT & DEVELOPMENT
Since 1904 HOME CORE VALUES PRODUCTS MANAGEMENT DEVELOPMENT DISASTER RECOVERY FAQ AF NEWS EXECUTIVE PROFILE LINKS CONTACT AF "Making a difference to Family Business through Hands-On Coaching & Interim Management. Mission Statement by Norman Fleming Torrie, MBA, President
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Does
your product stand out? Product
Differentiation Your product
can be many things: a tangible product, a service, you, your retail outlet, quality level
and more. It is what you “offer” to the market place, and how it is perceived by
your prospective customers can make a big difference to your level of success. The ability
to be “different” in the public eye can often turn people into customers for
your business. To position our offering to the marketplace as different and unique can
often be the distance between mediocrity and success. Think of some examples of
products/firms that have set themselves apart by their quality and service. We all know of
major examples and the advertising that tells us about these firms such as FedEx,
Microsoft, AVIS and so on. They even use slogans to describe their difference to the
market place. For example AVIS says, “We try harder” to demonstrate their
commitment to service. At BNI we too each have slogans, short catchy phrases that
demonstrate our offering to the market and these are to be remembered when it’s time
to buy. Selling the
Sizzle Not the Steak Once an
identifiable difference in our offering is found we need to communicate it to the
marketplace in a way that will demonstrate the benefits to the potential customers. In
sales this is called selling the sizzle, not the steak. Avis says “We try harder”.
They are of course referring to the service they provide, going the extra mile to make
your life easier, and thus get your business. On
recent FedEx TV commercials the delivery man is shown offering advice on how to run the
business of his customer – we are led to believe that since he takes that much
interest and care of his customers so he will take care of you too. Little is said about
the delivery service that FedEx is offering, rather, it is caring about customers’
business. Our Assignment How can we
package and sell the difference our product makes in the lives of our customers? Call
Atwell Fleming today to Improve your profit picture! Norman Fleming
Torrie, BA,
MBA President
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Norman F. Torrie, BA, MBA
A vast world of choices. |
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HOME CORE VALUES PRODUCTS MANAGEMENT DEVELOPMENT FAQ AF NEWS EXECUTIVE PROFILE LINKS
last modified: January 08, 2007Copyright Atwell Fleming 2003 Please send comments and suggestions to af@spamblocker.ca
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ATWELL FLEMING
