Here’s my thesis: The results in a ballroom competition are driven by buying behaviours similar to customers in a conventional market. I’d also say a ballroom champion is like a ‘market leader’ who has seized the highest market share.
Let me develop that idea.
Imagine your product like a couple, battling it out on the dance floor to topple the reigning champions and the judges marking them. Judges expect a baseline quality in every couple. Couples who fall below are not marked. Once the basics are met, a more subjective evaluation follows.
Judges are attracted by the overall packaging.
Judges are also influenced by the listing and reputation of the couples – in the same way customers are influenced by the ‘Which?’ when shopping. Judges prefer those who have demonstrated consistent performance over time, have been regular finalists.
Personal relationships come in, too.
If they know and like a couple, they may overlook the occasional error.
Judging is also about personal taste. Imagine buying a car. Some like their vehicle sporty, others classic. Some like it to have all mod-cons, others don’t want any fuss. Some like a car loved by many, others want a unique buy.
Once a judge buys their ‘favourite package’, they will not switch easily. To make them change their mind, is like pitching for new business. You have to offer a significantly better package to steal from your competition.
What is your winning strategy?
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