you'll be just fine because you're established
the arrogance of business owners that have a business of a certain
They think they have it
made. They think they are invulnerable.
Yet if you analyze the
company you'll find that they don't have a PREDICTABLE MARKETING
PROCESS that yields them a PREDICTABLE SALES RESULT.
in business by luck.
The marketplace has given them
a position just because they have been there for a while. The
business owner does not really understand why the market buys
them. Sure, they come up with the usual litany like 'we give
good service' or 'our product is good' or 'we are established'.
But they don't control the
result, their customers do.
to take their market share and put them out of business because they
do not understand or control their market.
Have a look at the case study
of Buena Park Auto Tech where we took the market from a large Volvo
dealer that was in the location for over 25 years.
My client, Buena Park Auto
Tech, was starving to death and I came to his rescue (which is what I
do) and created MARKETING POWER.
The dealer, not really knowing
why customers bought from him, and not knowing how to create a
response, went out of business. The only response was their
lawyer threatening to sue. But he couldn't because we had done
nothing wrong. We just marketed better than they did.
Normally I don't see the
competitor bleed and die when we take their market. But in this
case the competitor was a half a block away. I knew we
were hurting them because they tried to attack us because they could
see that our shop parking lot was filled with Volvos and their lot
was losing them.
The only thing the dealership
owner could think of since he knew nothing about marketing is to have
his lawyer harass my client for the last 4 months they were in
business. One day we looked up and all the 50 cars in his lot
were gone and their two story building was empty. They
bankrupted! That was the 17th month of my work. The
competitor was bankrupt and my client had gone from zero net profit
for the month to $17,000 net profit for the month!
I could have used my talents to have this bigger competitor crush our
little auto repair shop. It would be easier since the big
company has more resources (money and people) that I can re-deploy.
But I rather help the little
guy fight back against the big guy who has all the money and
resources and is pounding my client to death. Saving the
business owner that's hurting seems a good way to use my God given talents.
something else that is important.
Whether we create it or the
marketplace creates it, we have a marketing position.
That is to say that the world
thinks about your product or service in a certain way. For
example most people think of safety when they think about a Volvo car.
problem with this is that once we have a marketing position it's very
hard to change!
So we're pretty much stuck
with it. Volvo tried to make their cars 'cool' with the Volvo
850 model but the young people wouldn't buy it because Volvo reminded
them of the safe car their mom used to transport them to school.
And Volvo failed and was bought out by Ford.
that the company's or product or service has a fixed marketing
position is it's vulnerability.
The older and more
'established' the company is, the more fixed this marketing position
is. So they are stuck with it and cannot change it.
This allows the smaller
company to figure out a better marketing position and take their
market because the bigger established company cannot alter their
marketing position quickly enough to defend themselves.
I used this concept against
the Volvo dealer in the Buena Park Auto Tech case.
so powerful I like being the last competitor in the marketplace.
Let everyone else carve their
market niches and get established. At that point their
marketing position is frozen. All I have to do is come up with
a better marketing position and take their market.
Do you understand?
leads to the fact that you need to do lot of research and thinking to
choose your own marketing position because you won't be able to
change it easily. You need to choose the best one and consider
how it might be attacked and why how can defend it or you'll end up
being the established business that is vulnerable.