Your goal for your product or service should be what information will help create the buying criteria in your favor. It doesn't matter what you sell, data makes your information work a lot harder. It's also true that the more complex your product or service is the better the opportunity to be positioned as an expert.
In every case where I have personally run companies using these strategies or helped clients do the same, we have literally slaughtered our competitors. Even after they see what we are doing they cannot grasp it. Truly, building a core story or stadium pitch is working smarter not harder. The one who gives the market the most and best information will always slaughter the one who just wants to sell products or services. Here's the key to choosing which data to include. Market data is way more motivational than product data. Most people think that a shoe is a shoe (product data), but when you learn that your feet connect to every organ in your body, that's market data. It makes your choice of shoe much more important. So think about what market data is there that makes your products or services MUCH more important?
These are steps you can't possibly bill to the client, as no client will pay for all this. So what you can do instead is use our products. These products speed up this process." Market data made the product data more important.
I had another client that sold calendars ranging from Pam Anderson to puppies. We did studies and found that per square inch, bookstores were outselling large retailers by forty percent more volume. Here's why: Bookstores were putting calendars right by the cash registers. So, if you are standing in line to check out you see a calendar on cars such as Mustangs.
Mass retailers were putting the calendars in the back by the stationary department. They weren' t selling nearly as many calendars. By showing this date to more and more stores, this client increased sales 20% in a single year whereas they had not had an increase in sales for four years prior to using this market data to motivate better positioning of the calendars.
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