Not a great start to a meeting when your prospective client says “we solve our own problems”. So what are you suppose to say when you are meeting to help him solve his marketing headaches? Fortunately, he was talking about solving the problems they experience in the design and manufacture of their products i.e. concrete fames and cladding panels. So with that behind us we got onto discussing how to move the firm forward and how it could attract more enquiries and clients.
The discussion eventually hinged on one issue. How could they get across to prospective clients that their products are unique and that they can’t get them from any other source? So we looked at the nature of the various supply chains that they played a part in. We discovered that whilst their products were not actually unique, they would be very difficult to compare. But few buyers really appreciated that fact.
So with a view to gaining an edge on the competitions ‘similar’ products we went about creating a positioning offer that conveyed both the ‘unique’ benefits of the product and its related services.
Client testimonials were used as the main tool or mechanism to get across the message.
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