Most companies or organizations have at least one: a signature product or service that has been around forever and receives periodic updates to keep it current.
But what happens when the "update" has more to do with maintaining a schedule than improving the product? Marketing a "new" version with few new features or new information can be challenging. Calling out the changes could backfire: savvy buyers may not see the value of a "new" product or service with few updates. Instead, focus on what's great about the product or service—its history, its impact on the industry or society, and its success in helping solve problems. And if the product or service has legal implications, remind your clients and prospects how important it is to maintain a complete, current collection or to be consistent in using the service. With a little persuasion, your clients will see that the core value of the product or service is worth buying.
Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.
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