by Tony Vidler
We can learn from the retail sector here because they figured this out years ago. One of the toughest challenges is getting customers to switch brands or products.
You know it because you are just like that to: You’ve been buying the toothpaste for years….partly because you like it, but partly because it is trusted and familiar. And it is just so much easier when faced with 40 or 50 toothpaste choices at the supermarket to pick the one that you recognise and trust. So we tend to stick with the familiar because it is easier and less stressful even though there might be better choices or better value in amongst those 40 or 50 options….
It is no different for many consumers when it comes to their professional affairs.
They stick with the familiar, even if there is no compelling logic to do so…change is dangerous, and risk is to be avoided. And it is hard…research has to be done, and thinking has to be done, and potentially tough compromises have to be made when it comes down to making a decision…
But we can learn from the marketing genius that exists within the retail sector about helping customers to make different choices, or to try new brands and ideas.
Give potential customers a taste of your professional brilliance in advance…and let them try before they buy!