Are You Sticky?

Some products and services we can’t seem to live without.  Once we begin to integrate them into our lives, or business processes, they become very hard to pull out.  In other words, they become sticky.   The stickier your products are, the higher premium you can charge, and the harder it is for your customer to leave.  Great examples of sticky products include prescription drugs, the Ipad, and backup software.

Commodities, on the other hand, are not sticky.  They can be interchanged with any number of alternatives without pain to the customer, and often, without the customer even noticing.  Toothpicks and matches are at the low end of this commodity scale, but even some high end, service-oriented businesses, like NASCAR driving schools and first class airline tickets, can be perceived as commodities too.

Odds are, what you sell falls somewhere between prescription drugs and toothpicks.  The secret to keeping your customers from leaving you for the next-best-alternative is maximizing your stickiness.  And to do that, you’ve got to continually highlight and promote what makes your product stand out from the others.  This is as important after the sale as it is during the sales campaign.

Only you can decide how to make what you sell more sticky.  But make no mistake, if you’re not actively pursuing this strategy, you’re setting yourself up for a painful wake up call somewhere down the road.


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