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Can Adding Features Cost You Sales?
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Now I admit that I’m a pretty conservative person, but at the same time I am a strong advocate of finding better ways to do things. I spend a lot on our computers and the software that we use to make our work more efficient with higher quality results. I also spend a lot making our facilities more energy efficient. What concerns me is that I am spending more time and effort listening to people as they try to get me to buy something more that I asked for AND most of those people really have no clue what benefit, if any, that addition may have for me.
I used to argue that too many of us had fallen into the trap of wanting the “bigger - better” car, house, TV, etc. and that we had to question why. I’ve now come to the conclusion that many of us do so because there no longer are any options. No body offers the simple, serviceable, perfectly fine replacement anymore.
I understand why. It costs almost nothing to try and “sell” an upgrade and the difference in profit between a Chevy and Cadillac or a regular and a super-size is enormous. So the reward for successfully selling the upgrade is equally enormous. But is it? Is there a downside?
I think so. Every successful up sell puts the pressure on the purchaser to begin up selling his or her products and services. So more money is spent on only marginally more worthwhile products and services thus encouraging those who can up sell their products and services to do so, while pushing those who can’t increase their income further down the food chain as it becomes more difficult for them to stretch their disposable dollars.
As my old economics professor used to say, “Some savvy business people are going to see opportunities here.”
Let’s begin focusing on how to produce more value, real value - not feel-good value and stop focusing on how to extract more dollars from our good and loyal customers - just because we all ready have them on the phone. You really don’t want them to become transaction focused rather than relationship focused, now do you?
Return to Page 1
Art Consoli's unique background and skills allow him to speak and write about how someone with limited experience can do a self-evaluation which will let him decide which business opportunity is best, how to evaluate opportunities and gain control over the one which offers the greatest potential and then manage that business to success. Readers of his book call and write to tell him how much his book has helped their lives and improved their business. The author can be reached at www.businessstrategyartconsoli.com.
Page 2
Now I admit that I’m a pretty conservative person, but at the same time I am a strong advocate of finding better ways to do things. I spend a lot on our computers and the software that we use to make our work more efficient with higher quality results. I also spend a lot making our facilities more energy efficient. What concerns me is that I am spending more time and effort listening to people as they try to get me to buy something more that I asked for AND most of those people really have no clue what benefit, if any, that addition may have for me.
I used to argue that too many of us had fallen into the trap of wanting the “bigger - better” car, house, TV, etc. and that we had to question why. I’ve now come to the conclusion that many of us do so because there no longer are any options. No body offers the simple, serviceable, perfectly fine replacement anymore.
I understand why. It costs almost nothing to try and “sell” an upgrade and the difference in profit between a Chevy and Cadillac or a regular and a super-size is enormous. So the reward for successfully selling the upgrade is equally enormous. But is it? Is there a downside?
I think so. Every successful up sell puts the pressure on the purchaser to begin up selling his or her products and services. So more money is spent on only marginally more worthwhile products and services thus encouraging those who can up sell their products and services to do so, while pushing those who can’t increase their income further down the food chain as it becomes more difficult for them to stretch their disposable dollars.
As my old economics professor used to say, “Some savvy business people are going to see opportunities here.”
Let’s begin focusing on how to produce more value, real value - not feel-good value and stop focusing on how to extract more dollars from our good and loyal customers - just because we all ready have them on the phone. You really don’t want them to become transaction focused rather than relationship focused, now do you?
Return to Page 1
Art Consoli's unique background and skills allow him to speak and write about how someone with limited experience can do a self-evaluation which will let him decide which business opportunity is best, how to evaluate opportunities and gain control over the one which offers the greatest potential and then manage that business to success. Readers of his book call and write to tell him how much his book has helped their lives and improved their business. The author can be reached at www.businessstrategyartconsoli.com.
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2008 Election Holds Lessons For Small Business Marketing
What Are The Four P’s Of The Marketing Mix?
A Customer Service Driven Organization
Do You Know How Your Clients Make Purchasing Decisions?
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