Image by Andrei Z via Flickr
Drew McLellan had a great post last week that you should all read. The post is about providing multiple choices. Drew points out that we as people like choice and given three choices we are likely to go for the middle. This is critical in the business to business space as well.
In product marketing there is a similar need to provide more than one choice. The company with only one product is at a severe disadvantage next to the company with a set of product choices to serve the same market. In my past career in the mobile computing market, I truly enjoyed competing against the one-product company. No matter what claim they made or feature they promoted, I could position my products on “both sides” of their offering. The customer could make a choice with my product line where they could not with the competition. Many times we would offer configurations of our product that were “de-featured” so that we could offer an entry level price point to our customers with lighter needs. We did not make as much margin but we sold more product, opened the door to upgrades and did not have to spend additiona R&D money on a completely separate product.
Do you offer your customer a choice? Does your competition?