Hi Reseller.....I'd be willing to bet most of your clients are more sophisticated re computers than the average buyer that wanders into the typical mass market electronics barn. A HUGE number of otherwise intelligent prospects don't know d*** about what they're about to spend their money on. Furthermore, an alarming # of the salespeople 'guiding' them don't know a whole lot more. How many posts have you seen here about sales people who don't know product, capabilities or competition? Lots!
If Iomega considers informing and motivating the buyer an odious and dubious 'responsibility', then I will state for the record.....IOM is DOOMED!
Imagine, if you will, inventing a razor/razor blade device and then talking most of the companies that sell bathroom sinks to include a razor with one blade with each sink. Without a little nudge from somewhere in the marketing chain, many, many, many consumers will never make the connection re., this is useful for cutting the hairs off your face. And, of course, razor blade sales will fall short of their potential.
I wonder what kind of numbers we would see in a good survey that identified the percentage of computer users who turn one single page beyond the one in the manual that enables turning on the computer, accessing desired or required software and then using its most basic capabilities.
Building a useful product without telling the consumer why he needs it is a pretty risky economic model, in my view. |
