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What Are You Really Selling?
People in the fast-food business used to think they were selling
food.
Then McDonald's
came along and figured out that people weren't buying hamburgers. People
were buying an experience.
Burger King's
brass were sure that McDonald's was wrong. Knowing they made the flame-broiled
hamburgers that more people preferred, Burger King executives decided
to take that unique point of difference and pummel McDonald's with it:
"We're flame broiled, not fried."
This pummeling
accomplished nothing, because McDonald's was right: Fast-food hamburger
restaurants are not in the hamburger business.
Maybe you
think prospects in your industry are looking for hamburgers. Chances
are that they want something else. The first company to figure out what
that is wins.
Find out
what clients are really buying.

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