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How strongly are your rivals entrenched? There are some fields
which are almost impregnable. They are usually lines which create a new habit or custom and which typify that custom with consumers.
They so dominate a field that one can hardly hope to invade it. They have volume, the profit to make a tremendous fight. Such fields are being constantly invaded. But it is done through some convincing advantage, or through very superior salesmanship-in-print.
Other lines are only less difficult. A new shaving soap, as an
example. About every possible customer is using a rival soap. Most of them are satisfied with it. Many are wedded to it. The appeal must be strong enough to win those people from long-established favor.
Such things are not accomplished by haphazard efforts. Not by
considering people in the mass and making blind stabs for their
favors. We must consider individuals, typical people who are using
rival brands. A man on a Pullman, for instance, using his favorite
soap. What could you say to him in person to get him to change to
yours? We cannot go after thousands of men until we learn how to
win one.
The maker may say that he has no distinctions. He is making a
good product, but much like others. He deserves a good share of the trade, but he has nothing exclusive to offer. However, there is nearly always something impressive which others have not told. We must discover it.
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