Maverick Rules
The Maverick Rule of the Order
Maverick says "there is a strategy to every order and an order to every strategy."
We all have a pecking order that we keep in our conscious. A pecking order not only lets us visualize what we believe is better, but will determine our primary marketing intention.
The mind of your prospect is very selective. They use their order in determining if your marketing is relevant or trash can material. They resolve and accept new information based on which position in their order the business is standing.
A great example of this was the rent-a-car business. Hertz was first in and number one in the business. Avis was number two. Avis used this position or order to devise one of the greatest marketing campaigns ever. "We're #2, we try harder".
All business travelers understood that Avis was the number 2 rent-a-car business, but now they marketed right into the hands of the salesperson trying their best to make the sale. They identified with their client and their client identified right back. They did not fight toe to toe with Hertz.
Avis devised their strategy based on the order. They grew their company based on the order. Their vision was based on the order. Their goals were based on the order. Their tactics were based on the order.
Other orders that have been fought over. Colleges (Harvard, Yale, or MIT), Beer (Heineken, Michelob, Budweiser, Miller, Busch) Coffee (Folgers, Maxwell House, Tasters Choice, Sanka), and Cars (BMW, Mercedes, Lexus, Cadillac, Lincoln)
The order is a straightforward and significant analogy to help you identify issues in marketing and sales.
Now repeat after me . . . . . "You cannot fight the order!"
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