The Rise and Fall of Saturn (or Why Your Customers Don't Want to Buy From You)

Chris Heiler | November 15, 2010

Just because you offer your customers everything they need doesn't mean they want to buy everything from you.

I see numerous Green Industry companies who ride this train of thought into becoming highly diversified businesses stretched thin striving to be all things to all people.

Just because you design and install landscaping doesn't mean you should start mowing lawns, climbing trees, and hanging Christmas lights.

Some companies are even expanding into washing windows and striping parking lots for their customers.

While your customers may need these services, this doesn't mean they want to hire you to perform them.

I understand the old adage about it being easier and less expensive to sell and market to existing customers. I get it. That said, the easiest path is not always the best path.

A marketing myth

Remember Saturn?

Introduced by GM as its own unique brand in 1990, Saturn was selling more vehicles per dealer than any other manufacturer just four years later--more than even Toyota and Ford.

And they offered only one model--your only choice being two or four doors.

Then Saturn chose to expand. They did this by offering more models like a larger sedan, a sports car, and a SUV.

Saturn wanted to offer their customers more choices.

This is a "marketing myth", as branding expert Laura Ries calls it. She says companies mistakenly believe they are taking care of their customers by trying to grow with their customers.

By 2006, Saturn had dropped to #6 in vehicles sold per dealer--even while offering more models!

It's now 2010...and Saturn is dead.

The "marketing reality", according to Ries, is this: When customers change, they change brands, too.

Saturn mistakenly rolled out new models, attempting to appeal to each change in a consumers life.

I drove a Saturn during my college years, as well as a few years after. The Saturn SL sedan was perfect for that point in my life. As I grew older and my life changed, my needs also changed. I didn't want a new model from Saturn, I wanted a new brand of car entirely.

When customers change, they change brands, too.

You may be the greatest pond builder in the world. That doesn't mean your customer trusts you to take care of their trees. They want a tree care expert.

Your customer may have trusted you to create the gardens around their starter home, but that doesn't mean they want to hire you when they upgrade to their dream home.

This is reality. Don't sweat it.

Focus on what you do best.

You don't have to grow with your customers and attempt to fill every possible need they may have.

Chances are, like Saturn, your customers will want a better brand, not a different model.

Here's Laura Ries explaining Saturn's fall (from 2007):

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