Allow me to tell you a little story about Harley D
Post# of 8412
Unfortunately, HD marketing was highly unsuccesful based on all the investment/cost/work with little improvement in market share - remember, there are very few great marking folks running marketing because the good ones go on to become the COO, CEO etc.
HD decided to go out and interview a handful of the dealers who were doing quite well. The HD marketing team showed up and asked their secret to selling HD. One dealer said it best - the first thing I do is throw all of your marketing reports in the trash can - no one cares about torque and all the bs points you outline. You guys are just too far removed from the market to be of value.
The dealer was asked what marketing tools he used to promote such robust sales. He responded, see that leather jacket hanging on the coat hanger, see that polaroid camera on my desk - I put the jacket on potential buyers, have them sit on the motorcycle and I take a picture of them to take home. They show the picture to their co-workers friend etc and they come back within a week to buy a HD . He further stated - we are selling a lifestyle, not a motorcycle. This changed how HD marketed their motorcycles going forward. Marketing actually thought the Japanese were the compeition - on specs and torque etc.
So why the story, I never let a third party marketing department define my success. They are too far away from the action. I think SNPW has alot more value and insight than to simply let a thrid party dictate their future success. Always remember the device (battety etc) isn't the product - it's the device. The product is all that comes with it - including who they buy it from, how it is delvered, how it is supported and a dozen other things. Never ever confuse the device with being a product. One of the largest benefits with my products is they contain the best and most knowledgable sales people who are very well liked. The differntiating factor is rarely the device, it's all that goes with it.
Finally, the story you told about the jeep dealership - the jeep isn't the product - it's the device. I have three BMW dealerships within 8 miles of my home. I only do business with one because I really like the product. The other two don't have the product I like.