Sales Octane #35

The Maverick Rule of Leadership 

Is it better to be seen or heard? 

Maverick says - "It is better to be first than to be the best."

This may be contrary to the belief that the basic model in marketing is persuading your prospective clients that you have the best or greatest service or product.  This will not fly if you have to go to battle with the "Bigger than U" or "Better Financed than U."

The basic model of marketing is developing a strategy that your product or service can boast that you are first in.  It will be overwhelming easier to convince your prospective clients that your product or service was first than to take on perception of who is the best.

The leading product, service, or brand in almost all categories is usually the first product, service, or brand that pops into your prospect's mind.  Hershey's in the chocolate category, Coca-cola in the soft drink category, Gatorade in the sports drink category, and I'll bet you can come up with the first mini-van. 

Also brands that tend to be first in leadership become generic.  Do you blow your nose with a tissue or a Kleenex?   

Think  .  .  .  .  Band-Aid, Formica, or Q-tips. 

Be generic.  Be generic when selecting your brand name.  Fiberglas,  Advil, and Velcro have followed this path.  Nothing cute but effective.

Most companies are committed to marketing as and delivering the best products.  They are looking for someone to go after.  Where is the competition?  They are ready to fight for positioning.

Well let them fight.  The secret to success is finding a way to be first in the prospects mind. 

Now, where's my Scotch tape?