The Lever 2000 scented soaps owe their success partly to an elegant TV advertisement that demonstrated to people how this kind of scented soap could be used for cleaning "2000 spots on the human body." Last year, the product's sales volume reached $113 million, allowing the Lever company to surpass P&G Corporation in scented soap revenue for the first time. Including other popular products like the Si Heli skin cream and others under Lever, the total soap sales amounted to $1.6 billion annually, accounting for 35% of the market share, whereas P&G Corporation only accounted for 32%, with its products including Skin Li, Knight, Shu Fujia, Testing Si Te, and more.
Lever’s top manager, David · Weber, expressed great satisfaction and happiness over the success of Lever 2000 products, crediting it to his over 40 years of keen business sense. He remarked, "Doing business today is different from the 50s; one must not listen to nonsense. To achieve success, improving product quality will always remain the key."
Changing one's perspective means seeing things through the customer's eyes. The chemical weed control company made significant efforts to learn this concept. Since the 70s, this company located in Columbus, Ohio, with an annual turnover of $355 million, has nearly monopolized the entire lawn maintenance market. About three years ago, some small weeding companies like Aoerjin and Belfort appeared, bringing competition. The chemical weed control company realized it needed to develop new services that these newly established companies did not have. David · Moore Bagger, the vice president responsible for sales, said: "For so many years, we've only told customers what we can do for them. Now, we must discover what they actually need."
In May 1991, the chemical weed control company invited its largest commercial customers to attend a day-long meeting. To the company's surprise, it discovered that customers did not view the chemical weed control company as an all-around lawn maintenance company. Indeed, customers employed the chemical weed control company for lawn maintenance but often hired smaller companies for other gardening beautification work. The chemical weed control company then formulated a "wholesale buying and selling plan." Moore Bagger stated: "We started telling them, 'We can offer you not just green grass and neat lawns but also make their appearance more attractive, turning the lawn into our promotional advertisement, thus enhancing your essential needs.'"
The chemical weed control company hoped that customers would see their service as a form of property rather than something that could be omitted when conditions became difficult.
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