Since 1985, I have helped perhaps two dozen companies introduce new variable insurance products. Each client told me, in so many words, "Our product is unique." Some were, for about six months; certainly not longer than that.
That’s not how to sell a product. In my industry, I know of no consumer who truly understood (or really cared to understand) the product he or she bought. It was the relationship with the agent or a perception about the company that made the sale.
The bottom line: Stop selling product features, or even product benefits. Sell the relationship. – JRI
"[T]here is no such thing as a product
competitive advantage in today’s
market. Leastways, not one that can
be sustained for more than three
months — max!"
– Robert E. Kromroy
(Brilliant Strategies and Fatal Blunders:
How Small Businesses Survive and
Thrive in an Overcrowded Market)
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