{"id":114487,"date":"2015-10-06T15:29:00","date_gmt":"2015-10-06T20:29:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/stop-selling-your-product\/"},"modified":"2024-12-23T00:36:33","modified_gmt":"2024-12-23T05:36:33","slug":"stop-selling-your-product","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/stop-selling-your-product\/","title":{"rendered":"Stop Selling Your Product"},"content":{"rendered":"

Sometimes the digital marketing industry does what every industry does, it gets carried away with its own importance. We believe that \u201cthe world is different now\u201d and that the newest app or platform is a \u201cgame changer\u201d. The thing is, all we\u2019re trying to do is to make people buy a product or service. Catapult a 16th century fruit and veg seller\u00a0into the modern world and tell him that\u2019s what we do\u2026 and he\u2019s probably going to get it. Products might change but the constant is people; people who still have the same basic core needs and emotions that we\u2019ve all had for thousands of years. <\/span><\/p>\n

My parents had an ironmongers shop (and what\u2019s more old school than that?) in Fife, which I worked in off and on for around ten years (School job, student job and then finding that they were among the few full-time employers who\u2019d accommodate me nipping off to do a stand-up comedy gig in Aberdeen or attend a TV writers meeting in Glasgow). Every day I saw people making decisions to buy or not buy.<\/p>\n

In the digital world it could be tempting to bin those observations now that, \u201cthe world is different\u201d and the, \u201cgame has changed\u201d. I think they remain relevant though. See what you think.<\/p>\n

You can\u2019t just sell on price<\/b><\/p>\n

My parents\u2019 shop was frequently described as being \u201clike an Aladdin\u2019s Cave\u201d by customers. On the positive side, this meant that it was filled with all manner of potential treasures. On the negative side it meant that the display system was akin to that of a group of medieval bandits piling one haul of booty on top of the other. As such, sometimes, the customers needed a little bit of assistance in finding what they were looking for.<\/p>\n

One day, a customer came in looking to buy a small gardening trowel. Looking for a more petite one than the ones we had clearly on display, she asked my dad. After much rummaging, he found an older item of stock that fitted the bill. The price had come off it. <\/span>
\n<\/span>
\n<\/span>\u201cHow much is it?\u201d enquired the customer.<\/span>
\n<\/span>
\n<\/span>\u201cTell you what, just make it a pound\u201d, said my dad, keen to move on some old stock and provide a bargain in the process.<\/span>
\n<\/span>
\n<\/span>\u201cOh!\u201d said the lady seeking a trowel, her face curling in disgust. \u201cI think I wanted to spend a bit more than <\/span>that<\/span><\/i>!\u201d<\/span>
\n<\/span>
\n<\/span>Lesson<\/span>: Making things cheaper doesn\u2019t always sell. People need to believe they\u2019re getting something that\u2019s of worth.<\/span><\/i><\/p>\n

You can\u2019t just sell on quality<\/b><\/p>\n

A lady came in looking to buy a saw for her husband. It was as part of his birthday present so she wanted, \u201ca good one\u201d. This was no problem to me. I led her over to a particular saw, indicated it and told her that this was the saw that all the shop\u2019s tradesmen customers bought.<\/p>\n

\u201cBut he <\/span>is <\/span><\/i>\n

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