Readers here know that everyone will not buy your product. There is no product for that elusive everyone.
I’m happy to report that at least ONE major company in the US, Ford Motor, has just discovered this.
Most companies have this dreamy belief that everyone would buy their products, if they could just come up with the right words, the right ads, MORE ads, more gimmicks, more hypnotic and mind control persuasion techniques, and louder and bigger advertising campaigns.
But what if they’re advertising golf clubs and I don’t play golf? How loud does it have to get before someone at golf corporate realizes everyone doesn’t even play golf, much less buy THEIR brand of clubs?
Well, today Ford announced it had figured this out. In a story in the Wall St. Journal today, telling the world they’re laying off some 25,000 people and reducing their production by 25%, they described a major culture shift, with five “Ways Forward” to represent the new mindset.
Number 5: “Quit trying to sell Fords to people who won’t buy them; focus instead on likely prospective customers.”
This is big.
And even bigger, so keen are they now on no longer dragging the wrong ones across the finish line, , they have NAMES for those who are “uninteresed in its vehicles” like “Maxed Out or “Homesteads.” And the message? When you come across one of those, forget it. They’re a wrong one.
Way to go, Ford!!!
Now, if the network marketing industry leaders would just get this message…
How would YOU describe your “wrong ones”? You know, so you can forget or avoid them while you’re pursuing your “right” customers.
NOTE: On the online radio show, I have just posted Episode #8: “Three Things Never to Say to a Consumer.” Kim’s Podcast Here. Yes, you can download.
For fun, when you get to the site, click on “view all” in the lower right hand corner. You like that little iPod?
NOTE 2: Today on the Squidoo site, my site, “Beyond Hype,”
was #34. Rank changes daily. Come see it while it’s still in the top 50. I have NO clear idea of the basis for the rankings, so now I’m just grateful…and curious…and hopeful.