Despite all the attention on the power of marketing in order to create and maintain a successful product and business, there are still many organizations and people who don’t want to, or don’t know how to market their products.
They want others to buy their product because they are less expensive than the competition.
It’s the easiest way to sell, requires no planning, no marketing, no effort on the part of the salespeople or the organization. Quick short term results.
Everyone is in the market with the same goods, all screaming and shouting for the customers attention. The customer finds the seller by accident or luck, and proceeds to bargain and negotiate for the lowest price in the market. Very colorful.
It shows a lack of responsibility, lack of marketing, and lack of imagination on the part of the seller.
The owners say: “We need more profit, cut costs and sell more”.
The sales managers say: “We can sell more, but the product is a commodity, what can we do, cut the costs and we can corner the market”.
Production says: “We’ll cut costs, get cheaper raw materials and tweak the design”.
Buyers tell suppliers: “We can try your raw materials or products and see if the market accepts that price, but you have to give me a better price if you want me to buy more”.
Salespeople tell the sales manager: “I don’t know if I can meet that sales quota, it’s not up to me, it’s up to the market to decide”.
Salespeople tell the customer: “We’re cheaper than the competition, buy now”.
The competition is doing the same thing you are.
The customer faced with similar products and lack of information says: “Give me the one that costs less”.
Where was the marketer during all this?
What should they have been doing and saying to the organization and the customer?
If your product isn’t distinct, different or better than the competition. If you are not educating your customer about the advantages of your products and services. You will never have to the chance to market your products.
You will only be able to offer them for sale.