Photo by Thomas Hawk

The easiest category of customers to sell to are people looking for the “-est” products: the newest, fanciest, fastest, sleekest, shiniest, thinnest, healthiest, cheapest, most efficient, chocolaty-est, etc. These people are basically addicted to looking for something that’s the hottest #1 choice for their selector.  Selling to them is easy and guaranteed: supply the “-est” product/service for their needs and they’ll come in droves. You only need to position your product/service as the pinnacle of the need – and don’t even have to compare your offering to the competition (you just need to validate that it has everything they want, and then some). As early adopters, these people will confirm your “-est” positioning, then spread the word to their community.

The next easiest category of customers to sell to are people looking for the “-er” products: fancier, sleeker, shinier, thinner, healthier, cheaper, more efficient, chocolaty-er, etc. They are looking for an incremental change in what they have because they want/need something better (but not necessarily the best/newest). Selling to them involves more work, since you need to compare/contrast your offering to the competition – either using a comparison matrix (for right-brained customers) or social comparison (for left-brained customers). These customers will likewise validate your “-er” offering, and spread the word to people looking to upgrade.

If you’re selling a “me-too” product/service is (another hair salon, another book store, another t-shirt vendor, another Realtor) you have to compete not only with the “-est” and “-er” competition but also with the lack of momentum of your prospects. Why should someone care about yet “another” choice? They already have their favorite hair salon (etc.).

So before you launch your business or new offering, concentrate on your positioning. How can you make it the best or better choice of your buying prospects?