No B.S. Sales Success in the New Economy - PDF by dwv79589


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									In my 35 years working with business owners,        coffee shop as “the third place” -- Starbucks --   and different programs of membership -- as
entrepreneurs and big corporate clients on          and is now trying to reinvent for the developing   opposed to cafeteria-style pricing.
marketing, I’ve seen many different definitions     New Economy and “un-invent” some sins
                                                                                                       In all these cases, marketing is not being used
of marketing govern people’s approaches to it,      committed in his absence.
                                                                                                       as a means of getting a customer or making a
and unfortunately, most versions are narrow,
                                                    A radical approach to innovation and               sale. Instead, it’s in the context of dynamically
limiting and -- well -- wrong. Marketing
                                                    marketing isn’t restricted to big corporations     changing the business itself and delivering an
shouldn’t just be a cog in the wheel or a link
                                                    -- there are plenty of small businesses ahead      entirely different customer experience. With
in the chain of moving prospects to buyers or
                                                    of the curve. Let me tell you about a few of our   this comprehensive approach, the businesses
products to market.
                                                    Glazer-Kennedy Insider’s Circle™ members           thrive.
Of late, the entire U.S. economy has been           who have reinvented the concept of fractional
weighed down by a massive over-supply               ownership.                                         The hierarchy of income:
of look-alike, do-alike, painfully ordinary
                                                    Diana Coutu of Diana’s Gourmet Pizzeria             •	 Bottom is commodities.
businesses doing ordinary things in ordinary
                                                    in Winnipeg doubled her business’ sales and         •	 Next -- products and services discussed in
ways. About one-third are unnecessary
                                                    size last year selling pizzas priced from $22 to       terms of features and benefits, provided by
duplicates. This column’s space prohibits full
                                                    $38, thanks to innovations not at all common           vendors and salespeople.
discussion of everything marketing is and
                                                    to pizza places, including levels of membership     •	 Next -- solutions to problems and
isn’t, should and shouldn’t be. But one of the
                                                    with fees automatically charged to customers’          fulfillment of unmet desires, provided by
best functions of marketing has always been
                                                    credit cards every month (stabilizing income           experts.
business reinvention, and there’s never been a
                                                    and locking in use in advance, thus protecting      •	 At the top, exceptional experiences
better or more necessary time for that.
                                                    customers from competitors’ seductions);               provided by experts in “categories of one.”
In No B.S. Ruthless Management of People and        multiple ways to take home the products--
Profits, I tell the story of a Disney executive     cooked and ready to eat, frozen and ready to       Begin here: Question and be willing to throw
describing “the million dollar piece of gum”        heat, “from scratch” baking kits (for family fun   out any and every industry norm, tradition,
-- how gum left on the ground might cost the        nights), raw dough -- and with comprehensive       current belief, idea and practice now defining
company a million dollars. Walt originally          direct-to-customers marketing built around a       your business, as you advertise, market
included park cleanliness as a marketing            newsletter and website.                            and operate it and as customers perceive it.
function, not a cost of operations. He defined                                                         Then search for opportunities to make your
                                                    Nigel Worral reinvented the business of            business something entirely different and
the core of good marketing as doing what
                                                    renting out homes to Florida vacationers           more meaningful to the customer than just
you do so well and so uniquely that people
                                                    with different clubs, bundled excursion            a provider of goods and services. Very, very,
can’t resist telling others about you. Disney
                                                    and adventure activities, and extraordinary        very few business owners are willing to engage
reinvented the traditional amusement park.
                                                    marketing with an emphasis on the experience,      in such radicalism. We have a term for them:
Initial reinventions included: single entry
                                                    not ‘X’ number of bedrooms plus a pool for         multimillionaires.
and exit rather than open design -- forcing
                                                    ‘Y’ dollars a day, marketing -- and his business
customers to exit through the main shopping                                                            Widely celebrated as “the millionaire maker,” Dan
                                                    is booming even as other Florida travel
area and all the souvenir stands, an innovation                                                        Kennedy has a long record of taking entrepreneurs
                                                    destinations cry about the recession.              to 7-figure incomes. A serial entrepreneur directly
now replicated in the exit paths from individual
                                                                                                       influencing over 1 million business owners as a business
rides and attractions within the parks; price       Chris Hurn, CEO of Kennedy’s All-American
                                                                                                       coach, he’s the author of the popular No B.S. series,
per day vs. individual tickets for rides; and the   Barber Club, reinvented by combining a             including the forthcoming No B.S. Sales Success for
aforementioned cleanliness.                         classic men’s barber shop that offers straight     The New Economy, accessible for free preview at www.
                                                    razor shaves with a men’s club atmosphere More information about Dan can be
Similarly, Howard Schultz reinvented the                                                               found at

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