Regarding Apple

“It’s the most innovative company in the world. That may sound obvious, but it doesn’t meet demand- it creates a need for products that everyone wants. You never hear anyone say anything bad about Apple products. Their hardware is a must have.” Bob Turner, Chief Investment Officer, Turner Investments Interviewed  03/22/2010 edition Fortune Magazine  © 2010

This is a great quote with a real point that anyone in any business must consider. By now, most of you know that successful companies are using pull marketing to acquire customers. Sure, they continue to use a number of push marketing techniques that still can produce significant results, but the focus is on how to pull prospects (eventual customers) into your orbit.

Apple is actually in a position where prospects aren’t just being pulled in; they’re knocking on the door demanding to be in. They are jumping in. What Apple has done is to create the ultimate pull marketing machine. They aren’t just meeting demand- they are creating demand.

Wow, what if you could do that for your business? It’s not so easy to do, especially in traditional commodity based businesses. But it is possible, although to different degrees for every business in a particular industry.

Apple has identified what consumers really want. They have created outstanding products that are reliable (high quality) and functional. They have beautiful industrial design and are priced at premium levels. They have on-demand or scheduled customer interactions through their Genius Bar. They have created an aura of leading edge coolness. People want to be seen with Apple products and they want others to know they have an Apple product. In many respects, and this is right in line with pull marketing, the consumer is their best advocate and promoter.

This is not the MacIntosh or Newton company of years past. That was strictly an integrated proprietary hardware and software business. They are constantly evolving. I think the key to their success is that they know who they are, what they are all about and where they want to go. Thanks to Steve Jobs for that, right? Today, they are so much more broad in their offerings and yet true to their core being.

So, without getting into too deep of a dive here, you can ask yourself a few questions-

1. How well does my entire business understand its core? Are all of my people on board and do they share in a common fanaticism about the business? Is that evident to others?
2. Is there any kind of aura about my company? If there is…is it positive? Are any of my customers advocates for my business?
3. What is the one thing that would flip my business into the category where prospects and customers say, “Man, we must find a way to have them as our supplier (resource, partner, etc.).”
4. Do we have outstanding products and/or services, or, are they really pretty much the same as everyone else’s?
5. Are we evolving or sticking with the same old thing?
6. And finally, what is it, besides “give me your best, lowest price” that my customers really want?

These are the kinds of questions that you must ask. If you have your own business or if you are in a leadership role then you have the opportunity to dive in and make your business a pull business. It’s possible if you believe it is possible, in any industry. But it takes hard work to honestly come up with the answers to those questions and develop a plan to make things happen.

Peter E. McDowell

Pete’s View

Interim or Permanent Executive Management Services

Sales Focused Business Strategies – Business Strategic Planning – Business Best Practices – Revenue and Profit Growth

pete@performabusdev.com

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