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Is it Time to Change What You're Selling?

Guest post by: Cheryl A. Clausen

Article Overview: What works now won’t work forever. Times change, the selling environment changes, the competition changes, and you have to change too. You have to put your thinking cap on and devise an approach to make what you have to offer attractive to potential buyers once again.

Is it Time to Change What You're Selling?

What works now won’t work forever. Times change, the selling environment changes, the competition changes, and you have to change too. You have to put your thinking cap on and devise an approach to make what you have to offer attractive to potential buyers once again.

One of the easiest ways to help you understand this is to use an example. The market for household cleaners is huge. Yet, there are only a small number of manufacturers who compete for the same dollars.

That means each manufacturer works tirelessly to make their cleaner more attractive to their buyers and potential buyers. You can only go so far on price until it’s no longer profitable to sell your product. You can only go so far on clean. After all clean is clean, and you can’t really get cleaner than clean unless you’re going for sterile.

So what’s a household cleaner manufacturer to do? He takes his product from a logical choice to an emotional choice. Does that really work?

Well if you don’t regularly buy or browse the aisles for household cleaners I challenge you to take a field trip and do some research. You’ll notice that glass cleaners, for example, come in a similar container no matter who makes it. You’ll also notice there isn’t a big price difference between the name brand manufacturers.

Then I want you to take a close look at the label on any cleaner in the aisle. Now look at a couple more. Do you notice a trend?

I’ll give you a little hint. Look for the word “green”, an image of the world, or a triangle with a chasing arrow. Yes, you’re onto the trend now.

These manufacturers discovered that you care about how you treat the environment and the impact the cleaner and its container has on your world. Now all of a sudden you think about and care about cleaners in an entirely different way than you ever have before.

You changed how you make a purchasing decision. All because they understood you, what you care about, what you think about, and how you think and talk about what you care about. They changed the entire game when it comes to how they market to you to fit what’s important to you. Get it?

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Article Tags: aisle, aisles, arrow, brand manufacturers, emotional choice, field trip, glass cleaners, household cleaners, logical choice, thinking cap, triangle



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