Classic marketing praise is “he could sell ice to Eskimos”.\u00a0 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).<\/p>\n
I was thinking more about the concept <\/a>that Engineers are very good at solving problems with reality, but not as good at solving problems in perception.\u00a0 Cadillac currently offers a wide line of very desirable vehicles at relatively affordable prices.<\/p>\n So how should Cadilllac sell good products to people who *think* they know that they don’t want their product?<\/p>\n Here is one concept for a new approach:<\/p>\n Buyer:\u00a0 I don’t want a Cadillac.<\/p>\n Cadillac:\u00a0 Okay, what are <\/strong>you looking for?<\/p>\n Buyer:\u00a0 [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.<\/p>\n Cadillac:\u00a0 Okay, we have that.<\/p>\n Buyer:\u00a0 [Buyer changes with each phrase]: But I don’t want a Cadillac.\u00a0 I want it to be quick and nimble\u00a0 \/\/ I want it to be a formal sedan \/\/ I want it to be a SUV and carry all my stuff \/\/ I\u00a0 I want it in a station wagon so I can fit in my gear<\/p>\n Cadillac:\u00a0 Okay, we have that.<\/p>\n Buyer:\u00a0 [Buyer changes with each phrase]: But I don’t want a Cadillac.\u00a0 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!”<\/p>\n Cadillac:\u00a0 Okay, we have that.<\/p>\n Buyer:\u00a0 But I don’t want a Cadillac, do I?<\/p>\n Cadillac:\u00a0 We have the Cadillac you want.\u00a0 We have the Cadillac your friends want.\u00a0 We have some Cadillacs that EVERYONE wants.\u00a0 We actually are in the business of making Cadillacs that people want.<\/p>\n Buyer:\u00a0 So I can have a Cadillac?\u00a0 Cadillac is cool and I missed it?<\/p>\n Cadillac:\u00a0 Welcome home to the new generation of innovation.\u00a0 We’re glad you’re here.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":" Classic marketing praise is “he could sell ice to Eskimos”.\u00a0 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). … Continue reading