The Consultants File: client nailed his target, but has big spending competitor
Client has nailed his market.
Market has to buy product at some stage
Knows a time frame when that will happen
Knows where they live
Sale worth between $2,000 and $10,000
Only problem, a competitor knows this too.
Competitor advertisers on TV and radio
Has his own trademarked product
Market knows it by the brand name
Market gets Frisbees thrown on section with his name on it
Owns the mailbox with brochure
That's the challenge.
Consultant interviews client to find a way to
see what makes his product different.
Turns out it also is trademarked and it is
a new hybrid of what the market knows.
Has been independently tested to out-perform the competitor
in certain conditions.
Consultants client market have these conditions
What the client does now to capitalize on this new information,
is write up a unbiased report comparing the 2 options
and getting it into their hands.
This now turns the competitors strength of brand name awareness
and desire for the product into a weakness.
It's creating a new category of product.
It all came from the consultant asking,
"What new mechanism can we use to
deliver a better outcome the market wants?"
As this creates the first and only one
in the market.
Best,
Ewen
Market has to buy product at some stage
Knows a time frame when that will happen
Knows where they live
Sale worth between $2,000 and $10,000
Only problem, a competitor knows this too.
Competitor advertisers on TV and radio
Has his own trademarked product
Market knows it by the brand name
Market gets Frisbees thrown on section with his name on it
Owns the mailbox with brochure
That's the challenge.
Consultant interviews client to find a way to
see what makes his product different.
Turns out it also is trademarked and it is
a new hybrid of what the market knows.
Has been independently tested to out-perform the competitor
in certain conditions.
Consultants client market have these conditions
What the client does now to capitalize on this new information,
is write up a unbiased report comparing the 2 options
and getting it into their hands.
This now turns the competitors strength of brand name awareness
and desire for the product into a weakness.
It's creating a new category of product.
It all came from the consultant asking,
"What new mechanism can we use to
deliver a better outcome the market wants?"
As this creates the first and only one
in the market.
Best,
Ewen