Have you been to a grocery store lately? Recently, I wandered down the breakfast cereal aisle and discovered many cereal brands had more choices than I can remember. I noticed that the bland choices and lower priced options were on the lower selves and difficult to reach. However, the premium selections were very visible at eye level and took prime space. The premium shelf positioning helps sell more cereal.
The Problem at the Bottom
The bottom shelf in the grocery store is similar to the area where in our minds where we will remove an item for new selections. At the grocery store I was saddened to see one of my childhood favorites, located in the bottom corner. I feel certain that unless shredded wheat does something soon, it will become a victim of a progressive cereals expansion.
Creating Top Of Mind Awareness
One of a salespersons goal is creating top of mind awareness to sell more. Improving position is developed through selling skills and out smarting and out whiting the competition. Being in first place is ideal. However, being in second place isn't all that bad. When you are thought of second, you might get a chance when the first selection isn't available. Unfortunately, as you move further down the selection process it is like being labeled bland and on the bottom self where dust collects and not a good place to sell.
Expanding and Improving Your Selling Position
As a business owner or salesperson, you can create a competitive advantage by adding and expanding space in your customers mind for the services you provide. Each time you add a service in the mind of your customer, you will enlarge your overall position in their mind and protect your existing "Top Of Mind Awareness". It also prevents someone else from invading your mind space or premium shelf space - so to speak.
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