Know-How Exchange : Strategy

I am not familiar with the product nor ever hear of it but what it sounds like is a great one.
To be successful in sales you really want to be the leader in the product or service category that you offer. You mention about the competitors. It sounds someone else is doing it already and if you are not the first one in this category you will only entertain the sales in your position. In which case you will only earn the residual of what your competitors will leave you with. Example: McDonalds is the leader in selling burgers and all the rest of the burger places entertain the residual earnings. To say that your product just looks better is not enough to convince the customer to buy, since some other companies are maybe supplying them with this product and customers in most cases don't want to go through a hassle of changing the suppliers. You really need to stand out in something (not just look better since this is not a fashion item and your competitors can easily make it look better too). My suggestion for you would be to find what is exactly different about your product that will benefit the customer that your competitors do not have. You can positition your product as a lower priced item than your competitors' with a better look for example. Your category in lower price can iterest a consumer by saving money. Example: Wallmart positioned itself on the concept of better price. Once you have the specific category, I suggest you to brand it so you stand out in it. For example our company developed a innovative baseball caps that are radically different from the old ones. They are different, positioned in way that no one else is offering what we are offering and are branded. Once the customers see the specific and concrete benefit, you will see the difference. I will also suggest you to participate at trade shows that target your consumers, generate the publicity by calling the News people, and if possible give a few samples away to your consumers so they can see the difference your competitors can not offer. I hope that helps. Irina Saveliev, CEO of aXXa Corp. www.axxacap.com

Another voice from the driest continent on a thirsty planet here.

But... Not wishing to become indelicate here... But maybe bidet + flush uses less water than paper + flush?

If not, maybe it could be redesigned/re-engineered to reach that goal.

What you need to sell this product in Beverley Hills is for a few A-listers to start talking about how good it is to use a bidet rather than alternatives.

Maybe get Letterman to start talking about it to (start the fire on both Coasts at the same time).

Here you have a somewhat taboo subject (not sure about you, but hygiene for the ring of confidence is not a dinner party subject round here) which you could get well-known extroverts to talk about. How about Dr Oz on Oprah? He spruiks freely on the Neti Pot and the importance of keeping your nose clean. Why not take it one step further?

You are trying to change the toilet habits of a nation - it isn't going to happen using a subtle campaign such as AdWords.

Cheers

ChrisB

PS Such devices are popular in Japan. I've even seen them there with built in blow-driers, quite a surprise when you hit the wrong button.

My $0.02: I suppose that selling bidets to Americans would be like selling hot dogs to the French-- probably 90% don't know what one is, and of those that do know, most wouldn't be caught dead with one. So trying to sell these in America is a losing proposition. You're climbing uphill, and have at best a niche market awaiting you.

So my thought would be that you need to reposition the bidet. Basically, stop selling bidets, which Americans don't like or find inherently distasteful. Start selling 'hygienic toilets' instead. Same product, but new name and new positioning. Americans do like hygiene- we're crazy about hygiene. We slather antimicrobial soap on everything these days. So the wind is immediately at your back instead of fighting against you.

Jack Trout's Positioning book is a gold mine of instruction on this whole concept. You'll never change someone's mind if they have an unfavorable opinion of something, so rather than try, just change what you're selling by repositioning it. You may have seen in recent years that no one sells 'Prunes' anymore. Now they're 'Dried Plums'. Same concept, different market. Although heavy consumers of dried plums might be a good place to start marketing your hygienic toilet.

A company I work for is in a similar position - we sell products aimed at Japanese people, but most Americans would never want to spend the money for them. Bidets are very popular in Japan, and I think Toto is one of your competitors at trying to bring these in.

One of the ways around this would be to target those who are predisposed to using them. Aim your marketing and promotions at people who come from countries that use bidets.

If you have high search rankings, how's your traffic? How many people search for bidet monthly?

As others have mentioned, it's a product that's ahead of its time in the US. Many people haven't seen one, and few have used one. If they haven't used it, odds are they won't want one. Therefore, having people have the experience of using one would be ideal.

Start with a niche that needs your product: people suffering with hemorrhoids. A bidet is ideal for them. Start locally - your local proctologists, colon specialists, etc. Perhaps install one in their office bathrooms, etc.

I figured Peter would jump in with how popular this is in Japan. Nearly every (western-style) toilet there.

The question is whether you're tied to the US market. still, the number of hotels undergoing renovation is huge. Try that market.


Michael

Since it can be attached to the existing toilet I can assume you may activate it or not as you see fit. COOL!
I can still use my paper and she can "activate". Mom generally decides the bathroom protocol for the kids (I know cause I've got 4) so I'd be targeting her. She gets the kids into it and you're only one generation away from a successful business. Problem solved!!
I'm picturing this AD:
"What's your generation??"
Pic #1 Cromagnons w/deer skin next to a hole in the ground (base of hill)
Pic#2 Montaineers w/Sears Roebuck catalog next to the outhouse (1/4 way up hill)
Pic#3 1930's w/TP next to the pull chain water closet (1/2 way up hill)
Pic#4 Your attractive modern day family next to the bidet
(near top of hill)
Pic#5 An angel (top of hill) next a golden bidet

" In the END.... it's worth it!!"

Keep the faith...it CAN happen
DanT