ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
I love searching on the internet for great blogs to read , I enjoyed reading this one so much I wanted to share it with the Automotive Digital Marketing Professional Community!~ Manny Luna
Everyone, or at least every small business owner I talk to, thinks they need a better mousetrap, a product that is far and away better than the competition’s. If allowed, these folks can go on and on and on about the intricacies of their new idea and how, when it’s “unleashed” in the marketplace, everyone must buy it. Oh…really? Let me explain why your business doesn’t need a better mousetrap.
It Bears Repeating
If I’ve said it once, I’ve said it 10,000 times, you don’t need a better product. You need a meaningfully different product. When folks tell me how much better a product is, I always throw back these two points: 1.) “Better” as defined by whom? and 2.) Is “better” what the target consumer would be looking for in such a product? Usually, the answers I get are very, very vague, as if what I’m asking makes no sense in the first place.
More often than not I’ll use an example that involves a product we are both familiar with. Let’s say you are in the market for a car and have your heart and mind set on a BMW M5. You test drive it and fall in love. But before you sign on the dotted line, you test drive two other cars, the Jaguar XF and the Cadillac CTS-V. You are equally as smitten with these. Do you think a salesman could sway you by saying “This car is better than the others”? Likely not, right? But what if he detailed for you how one of the cars was markedly different than the others—say, it has significantly more horsepower while offering comparable fuel economy, handling and resale value? He’d have your attention, then, right?
The differentiation is what helps make the decision easier.
This is the same logic your core customers are likely employing. So instead of thinking about better, think about how you can make it meaningfully different. This isn’t a branding exercise, either. This line of thinking should be employed from inception to marketplace delivery.
Still not convinced? Michael Michalowicz, a preeminent business consultant, has talked and written extensively on the topic. Below is a video by Michalowicz that makes a clear, powerful case for your products needing to be different, not necessarily better.
Please let me know your thoughts below on “Why Your Business Doesn’t Need A Better Mousetrap.”