BUSINESSWEEK: HOW TO SELL MORE THAN A PRODUCT
BusinessWeek’s Carmine Gallo looks to Starbucks’ “sell-an-experience” approach to encourage business owners to sell an experience, not just a product.
BusinessWeek Excerpt:
The coffee wars are brewing. Boiling over, actually. If you’ve read a newspaper or watched TV in the last few months, you know that Starbucks (SBUX) and McDonald’s (MCD) are locked in massive ad campaigns to win over the hearts of a latte-loving public. McDonald’s is focusing its messaging on great taste, convenience, and affordability. Starbucks, meanwhile, is reinforcing a vision that CEO Howard Schultz has been promoting since 1982 when he first joined what was then a small Seattle store that primarily sold coffee beans. Starbucks should be selling cappuccinos and lattes, he argued, because the brand should stand for more than beans.
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