With the “why” not the “what” consideration from the Management Musing just posted perhaps the following is worth considering.
- Caterpillar buyers understand the “why” as the customer service issue – a dealer support issue.
- Komatsu buyers understand the “why” as a quality machine.
- Deere buyers understand the “why” as a price point for Industrial machines and a “Farming” why for the Agriculture machines.
- Volvo buyers understand the “why” as a long life.
Is it possible that features and benefits don’t make the difference they once did? Perhaps the differentiation in machinery is not as prominent a consideration as it is the dealer network behind the machine. The time is now.