Crash course in Performance Predictors

The first step to implementing a performance predictors’ strategy is to focus your attention on the first P in the marketing mix – PRODUCT (from a product performance perspective). This singular action will reduce the requirement for the development of a marketing façade to ‘hide’ a lack of product substance.

However, great products alone fail in the marketplace everyday. So, what else is needed?

Delivering an exceptional ‘product’ is only the beginning of this new marketing journey upon which I am proposing. Sceptical consumers aren’t simply going to line up in droves because we have focused on delivered an exceptional product (after all, how will they know that we are in fact offering an exceptional product when they don’t know it exists?).

Next, you need to perform – either deliver exceptional service (resulting in high levels of satisfaction) or offering a fantastic product (with zero defaults). This is called “getting the runs on the board”.

Finally, you need to develop and promote performance predictors which highlight the benefits and strengths of your product or service.