|
Sales
You Don’t Want It. We Got It...
Ronald
Shepherd ,
Instructional Designer, The Business Workshop
 Multi-million
dollar sales campaigns, industries filled with a host of marketing
‘gurus’, heading dueling marketing campaigns... Why? What's
the big deal? If you have something to sell, let people know. If
there is a need for it, they’ll buy it, if there isn’t,
well... Then why the fuss?
But guess
what? Nobody’s trying very hard to sell what everybody ‘wants’!
Marketing isn’t only about delivering what a person needs.
Some of the biggest advertising campaigns are for products that
one could well do without.
I don’t
remember the last time my favorite film star endorsed a certain
brand of salt, or sugar. Does anyone? These are things that would
be bought anyhow, with the glitzy advertisement, or without.
However,
when it comes to non-essential products, securing the attention
of the customer is the biggest challenge a company faces when marketing.
No surprise then, that soft drinks are endorsed by some of the biggest
names worldwide, and whether a thirteen year old is a movie buff
or a cricket enthusiast, it could just end up helping him decide
between a ‘Coke’ and a ‘Pepsi’.
Very often,
a number of campaigns take off wonderfully well, have heads turning,
seizing the attention of an array of potential customers. What follows
is that after taking off so well a campaign loses out on it’s
market because it cannot hold the attention of it’s customers
long enough. For example the ‘Frooty’ relaunch with the
brilliant teaser of Digen Verma had everyone talking, but somehow
the commercials that followed did not have the same impact. The
campaign fizzled out leaving no significant impact on brand sales.
It would
be fair to say that a non-essential product depends completely on
the way it is marketed and in the way in which it is perceived by
the target consumers. Since there is no perceived need for the non
essential product the campaign is absolutely imperative, to create
a need and a reason for the consumer to buy the product. Therefore,
first impressions are lasting and a campaign gone bad can be very
hard to rescue. Some can, but it takes incredible and consistent
investment to keep the product alive. A great example is ‘Maggi’
noodles which relies on heavy marketing and promotions of all types
to keep it at the position it occupies.
Rules change
when marketing non-essential products. Unlike marketing something
like financial services where the core target consumer is a specific
group of people, the market for non-essential products is generally
much more expansive. However a good campaign requires a clear definition
of who the communication is targeted at. That statement might be
disputed by the general scheme of campaigns, where you have celebrities
trying to push something down the throat of every teenybopper that
exists. It is quite easy to see why they would not succeed! In case
the consumer group is expansive it would be better to have a commercial
which uses the ‘slice of life’ or the ‘fun element’
rather than using a celebrity that all the people may not identify
with.
If that’s
the bad news there’s some good news too. There are many good
campaigns like the Cadbury’s Dairy Milk ‘Slice of Life’
campaigns and the Coke or Pepsi commercials with their sparks of
brilliance. Needless to say, the great ones have created a need
in our lives to use the product they endorse and have achieved the
goal that most such campaigns set out to achieve. Also, the market
for non-essential commodities is flourishing, and showing no signs
of reducing. There’s always money to be earned, and the consumer
hardly tires of accepting what he’s offered.
-Graphic
done by Sophiya
New Articles
Right Questions
Lead To Sales Success
The
best salespeople are like expert detectives searching to find the
exact needs of their customers and prospects. These needs are not
exactly clear, so the detective.....Aug
26 , 2001
Those
Who Can Sell Professionally
I recently met a college professor at a dinner party
who summed up in one sentence what I call the Great American Sales
Myth. His comment? "Well, with most of my ." .....Aug
12, 2002
The Right
Questions Lead To Sales Success
The
best salespeople are like expert detectives searching to find the
exact needs of their customers and prospects. These needs are not
exactly clear, so the.....July
29, 2001
Previous
Articles
Honesty Pays
Do
you remember the stupid beer commercial a few years back with the
tagline "Why Ask Why?" Well, completely unknown to the
ad agency -- they had almost stumbled.....July15,
2001
Who Is In
Control Of Your Sales Calls
If
you're not sure of the answer to this question and you're still
reading - Make sure no one catches you reading this. Especially
the boss!....July
04, 2001
What
Is Spining Selling?
British research psychologist Neal Rackham, whose company, Huthwaite
Inc., has taught it to hundreds of corporations worldwide, developed
the “SPIN” selling system. At the heart of the system,
as it is explained in Rackham's book SPIN Selling, is a precisely
...Jun
03,
2002
Avoiding
Sales Territory War
Surveys of consistent, successful sales performance show that the
single most significant factor in a field rep’s success is
his or her tenure in the territory. The reason is that sales of
complex or high ticket products are relationship sales. ...May
20,
2002
Benchmark
Of Worldclass Sales Forces
Customers in the 90's are learning to demand "added value."
The product cannot just work or get there on time, it must deliver
benefit, improve the value chain, and grow the business advantage
by either creating new opportunities or, at least, reducing costs.
...May
06,
2002
The
Right QuestionLead To Sales Success
The greatest sales people know how to ask the right questions to
close the sale. The best salespeople are like expert detectives
searching to find the exact needs of their customers and prospects.
These needs are not exactly clear, so the detective looks for clues
and puts the pieces together to better....
Apr
08, 2002
Charisma
Isn't Always Enough
What makes a charismatic leader? A number of images come to mind:
Winston Churchill's ability to inspire; Henry Ford's vision; John
F. Kennedy's speaking presence; General Patton's ability to command;....
Mar
25,
2002
Include
Sales Team In New Product Design And Plans
Sales Management in an emerging growth firm is like mountain bike
racing. While plotting the best course to beat the competition to
the distant finish line, the biker must keep a sharp eye on the
immediate obstacles....Mar
11, 2002
Make
Sales Happen By Entertaining Your Customers
Building a website
with all the high-tech features may dazzle your customers, but will
it make them buy? ....Feb
25, 2002
12
Tested Closing Techniques For Your Sales People
Successful closing
techniques develop and improve with time and experience. As you
read the following 12 closes think of how you can tailor each one
to the needs and....Feb
11, 2002
Avoiding Sales Territory Wars
Surveys of consistent,
successful sales performance show that the single most significant
factor in a field rep’s success is his or her tenure in the
territory. The reason is that sales ....Jan
28, 2002
Characteristics Of Top Sales Executives
Top sales executives
recognize their time is precious and finite. These sales representatives
know their primary job is to identify and call on the most profitable....Jan
14, 2002
The
Gore Behind The 'gori' 
Wanted!
A fair, domesticated, convent-educated, unmarried, vegetarian, well-cultured,
virtuous life partner with good moral character for 34, 170, 60,000
monthly. Kshatriya, educated and employed at education centre...
The Seven Sins That Kills The Sale
There really
are seven deadly sins that keep most sales people from success.
Every successful sales person finds a way to avoid...Dec
17, 2001
You Are Your Company: The Only Way
To Work
Visualize yourself
as your own company because that’s exactly what you are. You
contract your sales services out for a fee....Dec
03, 2001
How To Be A Born Sales Leader
Sales leadership
is an acquired art, not an inherent ability. There are five sales
essentials which are built into every sales leader: Knowledge, Vision,
Faith, Initiative and Skill....Nov
20, 2001
Never
Sell A Product Always Sell A Benefit
What do you sell?
It's that what your prospects want to buy? Think Again... There
is a basic, ...Oct
16, 2001
One Good Idea
Her
idea will be featured in ACDelco Sales Challenges, a booklet the
company publishes that serves as one of its newest training tools.
In addition to this pat on the back, ....Oct
01, 2001
Target A Niche
Market To Increase Your Sales
Contrary
to what you may want to believe, the whole world is not your market.
Even if everybody CAN use your product or service,....Sep
17, 2001
Organising
Success In Sales
Are
you one of those salespeople whose blood pressure rises as appraisal
time draws close? Is this because the only criterion you have to
judge your performance is the billing you achieved vis-a-vis your..
Help People
Make Decisions Faster
If you thought that the biggest time waster in American
business today was time wasted in meetings, you're mistaken. The
biggest time waster in American business today .....Aug
13, 2001
Make Your
Benefits Clear
The process to
which is often referred
as "institutional" or image-based marketing can be extremely
seductive, particularly to the small businessperson since it is
.....July
30, 2001
10 Incentive
Mistakes To Avoid At All Costs
The most common mistakes in installing incentive
programs often stem from three shortcomings on the part of sales
managers.....July
16, 2001
How To Beat
Your Competition
"Why should I do business with you?" Did
anybody ever ask you that question? Probably not. But, you're losing
a lot of business...June
18, 2001
How
To Close The Sale ~ You've Got To 'Open' Before You Can Close
Every salesperson talks about "Closing the sale."
The best salespeople understand that before you can close the
sale ...June
04, 2001
Negotiating
The Price You Deserve: The Salesperson's Dilemma
Every salesperson eventually must confront the following
situation: You want the deal badly. You need the business....May
21, 2001
Sales:Survey
For Customer
Know your consumer. At InsightExpress you can create
a survey that asks consumers the questions you need to understand
in ....March
01, 2001
The Seven
Sins That Kill The Sale
There really are seven deadly sins that keep most
sales people from success. Every successful salesperson finds a
way to...February
23, 2001
Building
A Realistic Forecast
In the prior article in this series, What's The Value
Of That Prospect?, I talked about establishing a current "expected
value" for each ...February
16, 2001
Are You
Sabotaging Yourself?
Your enthusiasm can be the determining factor in
winning the sale. But if you are the most important part of the
sales process,.....January
27, 2001
Sales
Force Automation: Smoothing Out The Bumps In The Road
EACH MONTH, we interview an experienced professional
on a topic of interest to salespeople and sales managers....January
19, 2001
Is There
Anybody Out There
More and more, salespeople do not return their phone
calls. In most cases, this costs both them and their company
money .....January
12, 2001
Discovering
Your Way To Sales Opportunities
You are at your best prospect's company. You're dressed
to kill in your best suit; even the coffee stain you got this morning
when .....January
05, 2001
Selling
Skills
Important business decisions are typically made only
after thorough investigation of the alternatives and..December
29, 2000
Tips For
Selling All Types Of Customers
Selling is not about defining the type of buyer you're
facing; there are millions of types of buyers. I'll give you three
words that ...December
22, 2000
Improve
Your Attitude And Performance
A premise I see validated time after time in working with telesales
professionals is this: Much of what we accomplish is not because
of...December
15, 2000
50
Lead-Generating Tips
What should you know when planning a lead-generating
direct-mail program? Here are a few pointers to guide you in...December
08, 2000
Selling
Skills
Wouldn't it be great if you could just open up your
customers' brains and root around in there to see what they're ...November
17, 2000
How To
Close Sales In 2,000's And Beyond
Are you a salesperson? Do you "close" sales?
Are you often playing psychological tug-of-war with your clients?
Most of us ...November
03, 2000
Your Most
Powerful Sales Tool
Did you enjoy what you had for dinner last night
You are probably wondering what that question has to do with sales.
Bear with ...October
27, 2000
Be
Careful Not To Put Your Prospects To Sleep
Mastering good selling techniques and using well-organized
sales presentations are clearly important to sales success...October
13, 2000
What's
The Best Way To Find A Good Salesperson
Good question! It seems that everyone has a favorite
response. Some people only use recruiters, and others swear by networking.
But classified ads continue to be the most common choice ...October
06, 2000
Sales Negotiation
Strategies
Every salesperson eventually confronts the following
situation: You want the deal badly. You need the business. You've
been suspecting that your price is too high to ...September
29, 2000
Super
Sellers
We have always been fascinated by excellence. No
doubt our ancestors admired and puzzled over those who were able
to run fastest, throw farthest and ...September
22, 2000
Tips For
Selling To All Types Of Customers
Selling is not about defining the type of buyer you're
facing; there are millions of types of buyers...September
15, 2000
Selling
Smart!
Did you hear about the poor mobile phone salesman
who couldn't make a sale even to those who walked through his door?
No?...
Current
Trends In SFA
In most respects, 1993 doesn't seem all that long
ago. In the world of sales automation, however, the five years that
... September
08, 2000
Avoiding
Sales Territory Wars
Surveys of consistent, successful
sales performance show that the single most significant factor in
a field rep's success is ...September
01, 2000
Write
Right For Better Sales
While nothing beats a face-to-face
meetin for presenting an idea, promotion, campaign, etc., more than
likely it is after we walk out the...August
25, 2000
How
To Close More Sales?
Bill used to sell many clients each
week. Now he barely makes his draw. What happened? Sue used to be
so enthusiastic. Now her morale has sunk lower than her sales....August
18, 2000
Relationship
Building And Referral Sales Go Hand-In-Hand On The Internet
From the on-the-street salesperson
to the doctor, from the entrepreneur to the accountant, endless
referrals are the...August
11, 2000
Effective
Prospecting-The Key To Your Success
It has been said that successful people develop
the habits of doing those things that unsuccessful people...August
04, 2000
How
To Loose Customers
How's that as inspiration for a sales person? Difficult
as it may be for a sales person to accept, sales executives often
manage to kill potential sales by sheer overconfidence....
Area
Canvassing-A Fun Way To Prospect
Ever thought about how to find people to whom
you can make a sales presentation? Well if you've been in the sales...July
31, 2000
Are Your
Salespeople Tech Savvy?
A COMPANY INVESTS thousands, maybe even millions,
of dollars in a new customer relationship management (CRM) system
...July
21, 2000
Stepping
Up Sales Results
The close isn't the end of the sales
process. It's only a beginning the beginning of a new phase
of that process. I call it the...July
14, 2000
The Secret
To Cold Calling Success
In my opinion, the secret to making
good cold calls is to ASK PERMISSION TO SPEAK. So many telemarketers
call us ...July
07, 2000
Why Is
Contact Management Important To Sales Success?
Filling your sales pipeline is one
thing. Controlling all of that information is another.Ever forget
an...
June
30, 2000
|
