In an earlier blog I spoke of 95% Share Marketing, and their amazing Seeing is Believing class in Chicago. It truly is my all time favorite learning experience.
I have learned a great deal from Scott Fanning and Jim Niekamp and one of my favorite lessons was, The Best Story ALWAYS Wins!
We manufacture a high frequency desiccator, the Aaron 940, which has several features which makes it absolutely better than the competition.
- The first advantage on the 940 is, you can change power in one step not four.
- The second feature is you can set up the optional footswitch in one step not six.
- It also doesn’t require a different handpiece, so it costs less too.
My friends at 95% Share looked into it and came to a completely different conclusion. They said those are really good stories, but they aren’t your best story. Your best story is your handpiece doesn’t break.
They researched the market and found that the competing products handpiece was less reliable because of all of the plugging and unplugging of the handpiece. The handpiece breaks and the doctor is looking at a more than one hundred dollar bill to replace it. On the Aaron 940 they just last and last and last.
When we first got into this market niche, for high frequency desiccators, the competition had 95% market share. They don’t any more. The best story really does win!
J. Robert Saron
President, Bovie Medical Corporation
