| Feature-Tease is Bad for Business|
What is Feature-Tease?
it has become very common for service providers to entice customers by giving glimpses
of features (also called premier versions) that the customers don't have,
in the hope that customers would want them, and would pay for them. This is called Feature-tease.
a story from India (that's where I learnt most of my lessons): In our family
shop where we sell clothes, if a customer comes in to buy a product, say
under ten bucks, he is never shown products that cost more than twelve bucks.
The idea is that if the customer likes a product that he cannot afford, then he
is not going to be satisfied with the product he eventually buys. I think it is
very true. What is worse is that the customer might not buy anything today.
Now enter consumerism,where every product is available to anyone who wishes to try a hand on it. The
critics review them, magazines compare them, and people with bigger wallets buy
better products. That's a given, and we understand how it works.
Feature-tease comes in when the vendor tries
to seduce the buyer into buying something in the nick of time, or into something that
the consumer wouldn't have bought otherwise. It's like selling life insurance at
airport check-in counter, or Hotmail asking you to upgrade when your mailbox
becomes full, with "See what you are Missing" messages. It has become
so rampant that we don't even think about it.
Imagine the car telling you at a
stop light, "If you spent $5000 and upgrade your engine you can reach 60
mph in four seconds, instead of the eight it takes right now", or the
wife telling "I should have married Dave". That's feature-tease.
It is a reminder of what you don't have.
IMO, feature-tease is very
offensive and hence very bad for business. Most strategists don't realize this
and engage in aggressive feature-teasing.
Feature teasing is different from
impulse-selling. Catering to impulse-buying habits is indirect marketing;
feature-teasing is a direct approach, and a lousy one at that.
business advice from the trenches:
|(Comments Disabled for Now. Sorry!)||First Written: Thursday, January 23, 2003|
Last Modified: 1/23/2003