Marketing a product to Buyers who think they don’t want your product?

Classic marketing praise is “he could sell ice to Eskimos”.  In other words, a really good sales person can sell people things they don’t even need (it is assumed that Eskimos have access to near infinite amounts of free ice).

I was thinking more about the concept that Engineers are very good at solving problems with reality, but not as good at solving problems in perception.  Cadillac currently offers a wide line of very desirable vehicles at relatively affordable prices.

So how should Cadilllac sell good products to people who *think* they know that they don’t want their product?

Here is one concept for a new approach:

Buyer:  I don’t want a Cadillac.

Cadillac:  Okay, what are you looking for?

Buyer:  [Buyer changes with each phrase]: I want a luxury performance car // or I want a smaller or larger SUV // or I want a luxury sedan // or I want a super-performance sedan // or I want a luxury sports convertible.

Cadillac:  Okay, we have that.

Buyer:  [Buyer changes with each phrase]: But I don’t want a Cadillac.  I want it to be quick and nimble  // I want it to be a formal sedan // I want it to be a SUV and carry all my stuff // I  I want it in a station wagon so I can fit in my gear

Cadillac:  Okay, we have that.

Buyer:  [Buyer changes with each phrase]: But I don’t want a Cadillac.  I want a car that says Young, Successful, and Sexy. // or I want a car that says “I have arrived” // or I want a car that says “I care about the environment” // or I want a car that says “Wow!”

Cadillac:  Okay, we have that.

Buyer:  But I don’t want a Cadillac, do I?

Cadillac:  We have the Cadillac you want.  We have the Cadillac your friends want.  We have some Cadillacs that EVERYONE wants.  We actually are in the business of making Cadillacs that people want.

Buyer:  So I can have a Cadillac?  Cadillac is cool and I missed it?

Cadillac:  Welcome home to the new generation of innovation.  We’re glad you’re here.

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