Originally Posted by BIZAL
Cricky where to start.
Sorry as a sales development company that has grown from 2 people to over 45 in less than 2 years and has seen turnover go from 0 to over 2.5 million in the same time we practice what we preach and hence feel very strongly that your comments are more interesting that accurate.
1:Fist of all notice your comment “best buy” rather than “cheapest” i.e. you imply best value.
2: Why do all these company’s keeping trying to find further ways of making themselves looking different from every one else? Why not copy and just reduce the price??????
Many spend millions on this and service is often at the centre of the advert/ promotion i.e. the new tv add from Abby promoting the fact that you do not need to trawl the high street every 2 years.
OK an Elevator pitch is commonly used UK sales term. Sorry that you did not know this but we are happy with over 400 years of sales experience in the company that this is the case. Oh re your 5 seconds, any sales professional will tell you that is 10 seconds and that this is a standard i.e. it does not change.
Oh and unless I am mistaken I thought a lot of the words and phrases we used (especially ones that are industry specific) came from other countries.
For some reason you are not getting what I was saying. Let us look at some of your recent comments.
(1) Newspaper best buy tables for loans, credit cards, insurance etc.
Please take a look at the link to The Sunday Times here
. As you can see, they even call their 'best buy' table for credit cards Cheap.
It is based on price i-e interest rates. The top of the charts credit card is from the Halifax which spends and awful lot of money on advertising its brand values. So why do you think they issue the cheapest rate credit card then? Simply because, credit card applicants are mainly looking for the cheapest interest rate available (even the Sunday Times readers who are supposed to be the cream of the society
). At the end of the day, the end product you get i-e cash is a commodity product. A ten Pounds note from Halifax has the same purchasing power from the ten Pounds given by any other financial institution. Most applicants of credit cards don't care much about other add-ons.
(2) Abbey promoting its services on TV.
You may not know this but Abbey couldn't survive in the market place alone and the losses it suffered resulted in its acquisition by the spanish bank Banco Santander late last year. Now they are trying to re-position themselves as a service driven organisation but jury is still out on them. How do I know this? well my father was a career banker, I worked in the City of London for over ten years and half my friends are corporate bankers. My world revolves around the financial services industry.
(3) Elevator pitch time
Well I know what an elevator pitch is and lot more besides (got several letters after my name). However, you again missed my point. All I said was you would only get 5 seconds in California for your elevator pitch.
Any way let us wrap-this-up. We are having these lengthy chats over this forum because:
(a) Peter and Cougar said that 'service' is very important to their marketing.
(b) I agreed with them but also pointed out to the fellow forum members that there are also other varibles involved in the marketing mix such as price, place, promotion, product etc which shouldn't be ignored.
(c) You disagreed with me and said that price is irrelavant which I and others have demonstrated to you that it is for commodity type products.
(d) We have also hopefully demonstrated to you (thanks to Cougar) that the marketing-mix varies from industry to industry and client to client.
I hope whoever is reading this thread is not mis-led in any way and find the discussion useful.
Peter, do you want to add anything more here? Hope I have discharged my duty to this forum fully in my capacity as a 'qualified member'.
Good luck and best wishes