| In Positioning: The Battle for Your Mind (2001), Al | | | | marketing seminars market, as being the |
| Ries & Jack Trout throw out an interesting | | | | one-and-only company to use gynmorous slide |
| proposition. Their message to anyone who’s | | | | shows. Watch one of their presentations, and |
| trying to market a product or service is that the | | | | you’ll be looking at on average 300 slides an |
| easy way to get into a person’s mind is to | | | | hour, and up to 1,800 slides a day, if you’re |
| be first. They say: “You just got to be | | | | attending a day-long seminar. Now that’s got |
| first”. | | | | to be an interesting event to sit through. They sell |
| Here’s the example they come up with. Ask | | | | their presentations like going to the movies, with a |
| anyone, “What’s the name of the first | | | | bit of suspense, comedy, intrigue and education. |
| person to walk on the moon?” You’re | | | | So who’s no. 1 in the trucking world? You |
| bound to get a few Neil Armstrong’s, | | | | might have to do a 180? turn-around from where |
| especially given that 2009 marks the 40th | | | | you’ve been looking to find them, but |
| anniversary of this momentous event. Now ask | | | | they’re definitely well-entrenched in their |
| anyone who answered correctly, “What’s | | | | marketplace. i80 Equipment ( has been the #1 |
| the name of the second person to walk on the | | | | supplier of quality reconditioned trucks, servicing |
| moon?” Let them squirm all you like; | | | | the construction, sign and lighting, |
| you’re not going to get a second answer out | | | | telecommunications, tree care, and utility |
| of anyone. | | | | industries. They have over 50 trucks in stock, |
| People rank to remember. And if they choose to | | | | including used altec bucket trucks, forestry trucks, |
| not remember who comes in 2nd or 3rd, it’s | | | | boom trucks, crane trucks and digger derrick |
| probably more of a sub-conscious choice, rather | | | | trucks. |
| than memory-related. After all, would you really | | | | And so how do you get to be no. 1 in the |
| want to deal with the 2nd best in your field? | | | | trucking world? It’s not having close to 20 |
| Probably not. First is better, by a long shot. Ries | | | | years in operation that makes your no. 1. |
| & Trout give this piece of marketing advice: | | | | Although this helps. And it’s not knowing your |
| “Be a big fish in a small pond”. You want | | | | trucks that makes you no. 1. Although this helps |
| to be the biggest fish, even if you’re | | | | too. It’s standing by your trucks that does it. |
| swimming in a puddle this is because you can | | | | I-80 Equipment won’t put a truck on the road |
| always increase the size of the pond once | | | | without a 77point inspection, followed by an |
| you’ve established your predatory status as | | | | external inspection and certification process. They |
| being no. 1. You just don’t want to end up | | | | are masters of the reconditioning process and |
| being a small fish in a big pond. In the world of | | | | their focus is on safety first. Sign up for email |
| marketing, this is called positioning. | | | | alerts of new acquisitions on their expanding lot. |
| With an idea like this, it’s no wonder that Ries | | | | Consult with them to buy your bucket truck |
| & Ries, have earned no. 1 ranking in the | | | | today! |