A client I knew well began to see a pattern in sales that she had never seen before. Her brand was one of the top winners in her field because of the superior performance of her products over the competition for several years. Her sales team would use this advantage when approaching retail outlets about stocking their superior product lines. Then something began to fundamentally change, as her sales numbers went through a steep drop in orders coming from retail outlets. As she probed deeper with her sales force, a new insight became obvious. Although her brand still had superior performance in her field, other brands began to differentiate themselves by their image of being socially responsive in the market place. They had started using non-toxic substances in their products, and their commitment to reducing their footprint by recycling used product in productive ways had increased dramatically their market share. This is becoming a more familiar story in many circles […]
Why are they not buying our stuff anymore?
August 15, 2014