"There is more similarity in the marketing challenge of selling a precious painting by Degas and a frosted mug of root beer than you ever thought possible."
A. Alfred Taubman
American Real Estate Developer, Philanthropist and Industrialist
How's your sales effort?
American Real Estate Developer, Philanthropist and Industrialist
- Identify your customer.
- Decide what you want to tell them about what you want them to buy.
- Tell them.
How's your sales effort?
You can just tell those who don't get that no matter what what their job is, they must sell.
ReplyDeleteThey often do a terrible job presenting their ideas and are then shocked when others don't see the wisdom of what they want to do.
I am a salesman and always know that getting my point across is not going to just happen. I have to sell it!
While the list is simple, getting the three elements right is not. But I appreciate the fact that you have simplified what must be done.
ReplyDeleteThe list is simple Patrice and to make it even more graphic, I advise clients to envision the following scenario.
ReplyDeleteAssume you are standing in front of a large warehouse with tens of thousands of people milling about outside. Further assume you somehow know which ones are your most likely consumers (not a good idea to assume they all are.) If so, you've taken care of number 1 on the list.
Now assume you've gotten only those who are your most likely consumers to come inside the warehouse, ready to listen to what you have to tell them about what you want them to buy. What will you say (number 2)?
That brings us to the relatively easy part, number 3. Tell them but make sure that your presentation is effective. Many an otherwise good message does not get through because the way it was delivered was poor.
If you don't identify the right people, if you don't come up with the "hot button" things to say to them, if you don't say it in an effective manner, in fact miss any one of those three and no sale.
Do all of that and you make the sale.