The other day, I was conducting a coaching session when a rather simple and often used phrase came up. The phrase immediately made me wince. I’ll bet you’ve heard it before. It went like this:
“I told my client that, among these products on the market, this is the Cadillac.”
Sounds simple enough, but let me tell you why it made me wince. No offense to Cadillac, but I’m not so sure people really want the Cadillac of anything anymore, particularly in this current economy. What do you think of when you hear the name, “Cadillac?” Fuel efficiency? Low cost per mile? Personally, I think of overindulgence, unnecessary extravagance, and impressing the neighbors.
In fairness to other car companies, we could also use the names, “Mercedes, Lincoln, and Lexus,” to name a few. They are all impressive vehicles, and if you own one, great for you, but I wouldn’t be caught ever comparing these cars to my product. When I sold for Xerox, my client would sometimes make the comparison for me, and I would immediately correct them.
“You sell for Xerox? Isn’t that the Cadillac of copiers?”
“Oh no, sir, not at all. If I were to compare a Xerox copier to a car, I’d compare it to a Volvo. It’s not necessarily the most attractive copier on the market, nor is it cluttered with a bunch of bells and whistles you’ll rarely ever use. My copier is built like a Volvo. It’s dependable, safe, and won’t let you down when you need it.”
I never once had a client respond by saying, “Darn, I really wanted the Cadillac!” This is not to say that there aren’t some who want the Cadillac because they want to impress their friends or clients. What I am saying is that phrases like that, particularly in a down economy, are likely to do more harm than good.
I hope you liked today’s small reminder from the Volvo of communications… The BLArticle™!
Rob,
I liked the clarity, and the economy of words you used. It was enjoyable, highly informative, and I was able to read it quickly. Like my grand mom used to say “Short and Sweet”. Now all of your articles have always been informative and enjoyable but the “Short and Sweet” is a nice change. Possibly to sprinkle them in every now and then?
Tom
I’ve always loved a Volvo, and agree that in today’s economy extravagance is almost embarrassing. I like how you related that tie in to business.
Rob, good stuff.
Even folks (and companies) that can afford… aren’t buying they way they use to buy. And the flip side, as consultants/vendors, it could help if part of our own ‘better value’ proposition is we can help clients “save, conserve or retain…”
Good BiArticle…
on my first “Professional” job (co-op), the engineer I car pooled with drove a volvo and had something like 250,000 miles on it. certainly a reliable car.
good blarticle Rob.
Rob,
Yes – since I have never been a car guy I never used the expression. However, I know what someone is trying to relay when used. You’re right with what you are saying, in my opinion, that it is an old expression and currently would be out of context. Especially with anyone born after 1975 because, really, Cadillacs lost their luster a long time ago. Shiny but overpriced: a piece of junk. Would not want my product or service compared to it. Why not say this instead(?): “Hey if you buy my product everyone will know that you spent too much on something that doesn’t work like it should… but it is, well actually it used to be, a status symbol!”
Perhaps that is why Cadillac mentions “BMW” and “Mercedes” directly in their new commercial — trying to associate their failing brand with two companies that have built and protected theirs.
My dad used to drive a Cadillac. I remember he would get all puffed up before he got into his tank car. I used to be somewhat embarrassed by that car; it was too much of a status symbol at the time
Another ‘winner’, Rob!
Contrary to what a few others have said – that you should ‘shorten’ your Blogs. I disagree!
When you can make ’em short – do so. If you need to take the ‘long way around’ to make your point – then do that too.
Since I just retired – either way is ok ny me, ’cause I’ve got the time to read ’em!
John M.
“C.T.”
I read it. I like it. I still use the Cadillac analogy sometimes. But, like you say, it’s so people understand my products when I say “you don’t need a Cadillac; you need the quality product that will give you the most important elements to solve your problem and nothing more”. As I strip away the unnecessary jazzy add-ons and get down to what they need—they always appreciate it. Good Blarticle!
Great reflection! Specially for tough days like the ones we´re driving through. We need more muscles, less fat, more stamina to make it. Thank you Rob
Ok..maybe I’m the last of the Cadillac lovers in the world..but I own one..(it was my dad’s 2002)..it runs well..uses “regular” gas and I don’t have to mortgage my house to get an oil change..and its made in the USA..now on the other hand the Volvo S80 I owned..gracious..sure they give you coffee and danishes while you wait for the $600 oil change..talk about puffery ..I think we’ve just decided to believe that “nothing” made in the US is good enough..I beg to differ..but I’m pretty sure that’s one of the reasons we’re in this awful financial position..If we don’t believe in ourselves and our products why should anyone else..