LadyEllen
Posts: 10931
Joined: 6/30/2006 From: Stourport-England Status: offline
|
Thanks everyone - this has been very useful indeed. What its really about is why people buy things that they have to buy which are legally standardised (ie not much room for differentiation) - in my case, international transport service. That almost 60% make their decision based on lowest cost when buying car insurance is very instructive in relation to my sector too I feel. This means that to win business we have to be able to offer the lowest cost, and our other selling points like the extras we offer and our customer service, are far less relevant. To be fair, this is more or less what was expected, but the high scores for "lowest cost" are a little higher than I expected. It would seem that to be successful, we must offer lowest cost and use our extras as tipping factors in our favour. Thanks again E
_____________________________
In a test against the leading brand, 9 out of 10 participants couldnt tell the difference. Dumbasses.
|