How To Sell Against The Tide

It’s easy to bemoan what we don’t have. We can complain because we’re not a huge marketing giant like Wal Mart.

But in my own personal experience, lots of times I go to smaller stores so I don’t have to march a mile in, a mile through the store, and a mile back to the car. (I exaggerate a bit there.)

So for those stores on those occasions,  their smallness, despite potentially higher prices, wins the day.

Maybe they should create bumper stickers that say “Shop at _________. When You Don’t Want To March A Mile To Your Car”

That’s sort of what this article is about, though not exactly: Business Week: How To Sell Against The Tide

When mega movies like the latest Batman flick are pulling in the masses, it creates a restlessness and void for people who want to “do something” but they don’t like the major offering.  That’s why another movie of a completely different genre (I’ll call it a “chick flick” because it was a “musical”) pulled well for others who weren’t either weren’t into seeing Heath Ledger play his last part or who think Batman isn’t the kind of movie you take your wife or girlfriend to for her birthday or your wedding anniversary. (Yes, there are people like that!)

It’s like Hardee’s creating huge thick burgers when McDonalds is caving into the health police and the political correctness police.

It’s “Zigging” when they’re “Zagging”… it’s going against the conventional wisdom.

What is the “conventional wisdom” in your industry/business/niche?

Some of it, to be sure, is “conventional” because it’s truly “wisdom”.  But some of it’s just “the way we always have done things”.

It’s like Southwest Airlines doing things their way. It’s like Wal-Mart not playing the “Double” and “Triple” coupon game when, overall, you pay less by shopping there.

What does selling against the tide mean for you? For me? Hmmmm….