Your German Discounter Smash Hit Middle Aisle Pitch

I say smash hit but, according to their UK Chief Exec, I could equally say divorce-maker.

For apparently the 'middle at Lidl' phenomenon that is their ever-changing selection of all manner of weird and wonderful household items can cause domestic ructions. “We often get partners at odds with each other because men have disappeared up the aisle and are buying things they maybe already have", he winks.

Yet as the surging supermarket celebrates its thirtieth anniversary in Britain, it insists their curated homeware merchandising has gained a loyal and vocal fanbase because of its sheer range of constantly refreshed quirky items from random non-premium brands at seemingly bargain prices.

Recent bestsellers include a heated throw, bladeless fan and dehumidifier. As winter chills blow in, thermal undies rise their charts.

Whilst some of these items, assembled by a team of fifty 'market insight experts spotting trends and selecting essentials', may not be strictly necessary, serving as ephemeral retail therapy at best, there are undoubtedly finds to be treasured and happily used.

The jibe is that they're full of things you never knew you needed, because you don't.

They counter, "we take a highly selective approach to our [middle aisle] stock, ensuring we offer the right products at just the right time".

There's a raft of terms that frame those who despite requiring it, resist the new.

No-one likes to be labelled as the 'unconscious incompetent' of learning ladder fame. Nor as having the 'peak of enthusiasm' of Dunning-Kruger Effect repute, aka blissful ignorance allowing misplaced confidence.

Beyond the breadth of 'early adopter' journey, my personal favourite tag for this type of inertian, is from TTM; 'pre-contemplative'.

Outside what this retailer aims, pretty much the whole point of a new B2B offering is that it will improve the lot of both buyer and their organisation.

Yet all too many a target client will baulk at such an approach to discuss this.

Consider the Lidl language. Their middle aisle being to;

“offer products just before customers realise they need them”.

Quite the line.

When you pitch something 'new', the stats suggest one on every six-and-a-quarter will give you a hearing. The commercial reality is gaining even that proportion can prove tricky.

But remove that loaded noun. Replace 'new' with Lidl's framing.

When in discourse with a suspect, your potential prospect, rather than lead on you having a magical newness to bestow open them, how about saying something like;

"it's good to talk just before customers realise they could do with what I've got".