Thursday, October 30, 2008

Deny the competition

From Chennai to China, they all do this as Seth Godin says. Pretend that the competition does not exist. When you ask for information, they will tell you that they don't know. Hoping that you will compromise and buy whatever they have. Nope. Does not work. Ever. Not only do you not buy but you go away with a bad feeling about the market.

Yet, there are markets where shops will gleefully direct you to a place where your needs will be met - ultimately benefiting you, the referrer and even the market as a whole. But it is like rainwater harvesting - seems pointless if you are the only person doing it while others simply let the water run off. But when they all do, the benefit is very clear. Water for everyone, but until then, it is a drought.

Many companies do this too, but in a different way. I am marketing. I am not service. I am just a dealer. I cannot help you with a brochure. I don't know where your product can be serviced. Well, your customers are running away to someone who can help...

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