Archive for January, 2009
Revitalizing America’s Selling Culture: 1-2-3
I’m in the market for a new car. And apparently I’m alone. Not because I’m the only one shopping in this economy, but because I can’t get any attention from sales.
At several dealerships I wandered the showroom admiring the new 2009 models. Then I walked the lot, slowly inspecting the inventory. When no one approached me, I left. And I only received help when I asked for it. Strangely enough, that drew surprised looks from the sales counter, followed by even weirder comments like, “I thought you were with that other couple.” Or the ever-helpful: “I’m with another customer.” Even the reps who assisted me never followed up.
It might surprise you that I’m not going to share tips on selling in a recession—but instead focus on a fundamental. All of us must do a better job of selling our goods and services, period. Its everyone’s responsibility. Here are three ways to get it back on track.
Everything is now online
Gone are the days when tried and true contests require you “must be present to win.” Unless of course, we openly acknowledge today’s living definition of what it means to “be present.”
We have all seen the Keep-your-hand-on-a-car-the-longest-and-win contest before. (Ashton Kutcher anyone?) Now Volkswagen has migrated this seemingly analog-only contest to the digital space. Want to see a sweet translation from offline to online? This VW viral site has had virtual contestants, for six days now, with mouse cursors hovering over an image of a new VW.”Traditional” game rules apply and the last person with their cursor on the car takes it home.
Go online or go home…
According to Nielsen online, U.S. consumers will continue to shift to buying online. So much so, that 76% of consumers cite convenience over price as key motivators.
With all this online shopping, it makes one think. Trends are pointing more and more to online activities increasing with no plateau. What does the marketer need to do to keep up? Is it enough to have an email addresses? Or does the brand need more? Does it need a blog, social networking?
I think the answer is yes, yes and yes! As consumers continue to engage in the online medium, marketers are going to have the challenge of keeping up with the latest technology—as well as making sure the communications stay relevant and timely when email inboxes are jammed with coupons and sale notices.
The answer may come when you think back to basics…what can your brand do to differentiate?
So, what ARE we eating, anyway? Transparency. It isn’t just about finance.
So Tuesday morning the Chicago Tribune had an article on mercury in high fructose corn syrup. Jeremy Piven grounded for over-abundant consumption of sushi, I get (sort of). But candy and soda with traces of toxic mercury? That’s just plain wrong.
I had the pleasure of speaking last week at the Focus on the Future conference – a gathering of food manufacturing and ingredient professionals. The people that really are in the driver’s seat of what we’re ingesting. Most of the intelligence presented focused on industry trends in supplements and functional foods. But a couple of speakers really made an impact on me…
Your Biggest Revenue Opportunity? Your Customer
I am an optimist. So is a colleague of mine at a large financial services firm. As marketers, we have come to the same conclusion about identifying and leveraging revenue opportunity in the current downturn. She articulated it best: For years our focus has been on the prospect, now it’s all about the customer.
