Why Sales Rank Can Make Or Break A Product

Today's shoppers are met with a huge selection of product options and an even larger collection of facts on these products

. There are many ways to rank or rate products. Shoppers can leave stars for those products they have purchased. Critics can review and rate those products within their field of expertise. A more realistic and public method is to review how well products are moving off the shelves. While proactive marketing may jump-start sales, in the age of the Internet a winner and a loser are equally hard to hide. Furthermore, an established base of clients force a company to focus resources on a product.

In the age of Internet and mobile social media, word of a disappointing product gets out almost instantly. In turn, when many consumers buy a given product and the buzz remains positive, that product has survived the sometimes brutal social media litmus test. Any consumer with a decent following on his or her social tools should place fear and accountability in the hearts of manufacturers and retail outlets. A simple twitter on a cell phone could start a landslide.

A significant user base also encourages a manufacturer's support of a product. To maintain positive branding and ensure additional purchases of other products, the manufacturer has a built-in incentive to provide a rewarding customer experience. The effort and expense of reselling or upselling to a current customer is almost always less than the effort and expense of engaging a new customer. Likewise the risks of a disappointed and upset population of customers leads directly to negative word of mouth and economic losses.

A large user base strengthens a manufacturer's commitment to a product for the long run. The consumer can be confident that years down the road support and parts will still be available. No matter how much writers love a new offering to the market, companies are going to allocate support dollars to those items that give the greatest return in customer satisfaction and dollars: in other words, to those that sell the best.

Product ratings and reviews do play a major role in making purchasing decisions. However, they should be taken in consideration of how consumers are voting with their dollars. It is desirable to be in front of the curve on a product, but not too far ahead of others. Sales rank provides a good first tier filter in a product search. Once the consumer has a manageable group of similar products, other consumer resources can be applied for a final decision. This will ensure that the best product will be backed with support for the immediate future and years down the road.

by: Robert Mann.

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