Remember when Volvo was all about safety?
Their message went like this: I’m not sure if you care about safety, but if you do, then Volvo is the safest car in the world. If you want speed, we are not for you.
You’ll notice that Volvo did not try to convince non-safety conscious people to become so. But, in our own businesses, we often spend a lot of time trying to persuade clients that they need what we offer. And if they disagree, we try to change their minds. But changing minds is hard. It never works in a reliable and repeatable way.
In its heyday, Volvo only spoke to safety-minded prospects. They appealed directly to their world view that safety of their families or themselves mattered most. They did not try to change the mind of someone shopping for a BMW. Or a Truck. Their competitive position in the car market was clear and secure, and all of their activities reinforced that position.
Describe a current customer that is a raving fan of what you do. Where price seems to be less important to them and margins and customer satisfaction is higher. How could you find other prospects that are just like them? And stop chasing clients that don’t care about the things that your raving fans care about.
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