Thursday, 12 May 2011

Maybe it's not what you are selling, but who you are selling it to!

Ever consider turning your sales world on it's head, when the product or service you are selling does not seem to have the compelling market need you had hoped it might? You probably have heard plenty of strange and funny uses of conventional products. One of my favourite is Canadian Dry Club Soda. Just a few examples of what it can be used for, other than drinking includes;

- Clean diamonds, rubies, sapphires, and emeralds. Simply soak the gems in Canada Dry Club Soda.
- Make fluffy pancakes and waffles. Substitute Canada Dry Club Soda for the liquid used in the recipes.
- Make a poor man's lava lamp. Fill a glass with Canada Dry Club Soda and drop in two raisins. The carbonation will cause the raisins to repeatedly bob to the surface and they sink again.

And the list goes on.

But there is an element of reality in most humorous situations. To go to the other extreme just think about Apple in the 1980s. They thought they were selling personal computing to everyone. They believed that users would switch from IBM and DEC because of the gains in productivity and creativity. They were wrong, big corporations thought that Macintosh was a poor relative in terms of computing power and performance. But they didn't fundamentally change their product, they changed their target market. Macintosh recognised that the product was brilliant for Desk Top Publishing (plus a lot more since) and that's where they put their focus. And the rest as they say is history.

So whether you are a multinational, or more likely if you are reading this blog, a one-man-band, or SME, who might be a new target market for you? Maybe your market is different to what you think it is - you just haven't seen the wood for the trees yet.


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