Ultimate Selling Power

Why Buy a BMW? What's the Difference?

Imagine the scene in the conference room of Bavarian Motor Works (BMW) on the day the company decided to enter the American market. All sports cars are pretty. Most sports cars are fast and drive well. Some sports cars cost more than a BMW. Many Japanese sports cars cost less. They are all relatively small, nimble and expensive. Car salespeople have a saying, "behind the wheel, you got the deal." Seventy percent of the people who visit a dealership two times buy a car, especially if they take a test drive. Like every other product (and sales professionals are products, too), BMW needed a very strong "Unique Selling Proposition" (USP) to anchor its sales strategy. Like the best USPs, this one needed to overcome objections and direct potential buyers to the point of sale. BMW decided to call its car, "The ultimate driving machine." How many other auto USPs can you recall? How good are they?

Ajax Activation

Ajax cleanser was just another gritty soap with a small share of the cleanser market. Its growth proves that salespeople who want a larger part of the market must look at the ingredients of their product or service and ...