{"id":9080,"date":"2015-09-28T07:02:48","date_gmt":"2015-09-28T05:02:48","guid":{"rendered":"http:\/\/passodue.flywheelsites.com\/2015\/09\/28\/analysis-of-the-offer-system\/"},"modified":"2024-05-16T20:39:09","modified_gmt":"2024-05-16T18:39:09","slug":"analysis-of-the-offer-system","status":"publish","type":"post","link":"https:\/\/diariodiunconsulente.it\/en\/2015\/09\/28\/analysis-of-the-offer-system\/","title":{"rendered":"What do I sell and why? The analysis of the offer system"},"content":{"rendered":"

by Alberto Aleo<\/a><\/span><\/p>\n

“What are you selling?” It may seem strange, but if you ask any salesperson<\/strong> this simple question it\u2019s likely they will be hard put to find an answer. The first reaction will be one of surprise as they ask themselves if you\u2019re making fun of them; then when they realize you\u2019re serious, they\u2019ll probably start listing products and services, perhaps even giving product<\/strong> codes and prices<\/strong> as if to say, \u201cYou thought you\u2019d catch me out, but I\u2019m ready for you!” At this point I suggest you up the pressure and ask emphatically, “Are you really sure this is the only thing you\u2019re selling?”<\/span><\/p>\n

Chasing\u00a0the intangible<\/strong><\/span><\/h2>\n

If you have asked the previous question likely you are\u00a0now finding yourself faced with a variety of reactions, ranging from astonishment to anger. Your unfortunate interlocutor may start yelling , \u201cOf course! Who do you think you\u2019re talking to? I\u2019ve been doing this job for twenty years.\u201d Or else, he\/she might pick up the phone to check that nothing new has been added to the company\u2019s product list<\/strong>. Those with more savvy, who think they know what you\u2019re getting at, might answer something like, \u201cNo, we sell dreams as well\u201d, or pull out some similar line.<\/span><\/p>\n

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The truth is that many companies<\/strong> have only a partial view of what they sell and, therefore, of what customers<\/strong> are looking to buy from them.<\/span><\/em><\/p><\/blockquote>\n

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They consider their offer<\/strong> as a list of products and services, forgetting that it is a set of components, that are both tangible<\/strong> and intangible<\/strong>, and that these are organized hierarchically based on their strategic importance.<\/span><\/p>\n

A Case History<\/strong><\/span><\/h2>\n

Let\u2019s take a look at some of the elements in the offer system<\/strong> of Fiat cars on the US market to understand how the hierarchy changes within the system, according to the market in which you are operating and the customers with whom you are dealing:<\/span><\/p>\n