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Old 01-19-2005, 07:57 PM   #1 (permalink)
 
Join Date: May 25 2002
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Hereís the dilemma:

There's a very real danger in providing equipment comparisons, because it calls attention to, and often legitimizes the competition. Microsoft would never make a comparison between Windows and Linux. If you don't know what Linux is, you've just made my point. Just by mentioning it, I've made you aware of an alternative. If you already know what Linux is, I've just advertised for them, reminded you of them, and created another gross impression (thatís what an impression is called).

When you compare your beds with competitors, you're acknowledging that there are other options to consider. This can be deadly - even if you come out on top by comparison - because it stalls response (this is proven).

After all, people are smart enough to know that when you provide the comparison, you will win, because otherwise you wouldn't do the comparison in the first place.

People might otherwise have said, "I could look like that" with your flattery-styled offer, and with your comparison-styled offer they may now say, "Maybe I should look into other salons before I buy."

However, there is a good time to do a head-to-head comparison - when you are way behind in market share, either in reality or in the minds of your targets.

People want to feel skilled as consumers so they will either comparison-shop within your store between equipment and products or between stores. Naturally, the latter is best.
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Old 01-19-2005, 08:20 PM   #2 (permalink)
 
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I try not to compare directly, I use words like most and others, but it is a must that you not put anyone down and what you say is correct.
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