Example - Strategic Issue Resolution Process

How do we overcome customer preference for a competing method of repair (call it "Their Method")?

Bases for Preference:

Most important basis: Their Method is perceived as a smooth, strong, long-lasting repair (if done properly)
Endorsement of Their Method by equipment manufacturers
The Pacific Rim has a strong bias toward Their Method

Overcoming the Preference:

One-on-one consultative selling with the end-user to present the benefits of Our Method
Work with equipment manufacturers
Dispel perception that Our Method is only a temporary repair-Our Method is an engineered system
Establish an intelligence system that alerts us when an end-user has a bad experience using Their Method

Should we get into the service business to utilize Their Method as well as Our Method?

We have a major concern with straddling both Our and Their Methods-sends a mixed message to the market. We have been aggressively selling against Their Method.
We still have major market growth opportunities for Our Method in developing countries.

Bottom line-

We would not consider offering Their Method without first having a system using Our Method that overcomes the major preferences for Their Method.
We will not offer Their Method within the next 3-5 years.