Skip to main content

KEY SALES & MARKETING PRINCIPLES

These key sales and marketing principles may not be trendy--but they're true. Anyone who says that prostitution is the world's oldest profession is forgetting that someone first had to make a sale. Ever since, salespeople have been trying to find better ways to convince customers to buy.

Hucksters try tricks or schemes that may work for a while, but caveat emptor eventually wins the day. On the other hand, there are key sales principles that have proven successful in winning and keeping customers throughout history.



You may want to make these six important customer-oriented concepts–which come from a half-dozen of the world's top sales and marketing icons–part of your company's core philosophy.

1. "Understand their needs better than any other company."
Source: Steve Jobs
Apple's co-founder also commented (infamously) that his company never used focus groups to design products. That doesn't mean they didn't listen to customers. Apple regularly queries users about needs and goals. Jobs saw his job as figuring out how those desires could be fulfilled--elegantly, efficiently, and profitably.

2. "A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large."
Source: Henry Ford
It may seem odd that the automotive pioneer most famous for telling customers they could only order cars in black would be so adamant about being responsive to customers. Ford realized he couldn't please everyone all the time. So he targeted what really mattered to his customers: affordable and reliable transportation.

3. "If I had to run a company on three measures, those measures would be customer satisfaction, employee satisfaction and cash flow."
Source: Jack Welch
One of the champions of so-called Six Sigma metrics, Jack Welch understood that the primary goal any such program needed to be an increase customer satisfaction. The GE titan realized that increased internal efficiency and product quality would be pointless if customers would not benefit from the changes.

4. "If you build a great experience, customers tell each other."
Source: Jeff Bezos
In the social media age, as the Amazon CEO well knows, referral advertising is more important than ever. Many customers are eager to share both good and bad experiences with the entire planet. Done right, there's nothing better--as proven by the developers of the smartphone app, Instagram, who garnered 40 million users and a billion-dollar Google buyout entirely by customer referral.

5. "People do things for their reasons, not yours."
Source: Zig Ziglar
I recently had a client tell me that he "just needed customers to understand" the difficulties he was facing. I almost spit my tea. The last thing any customer wants to hear is how difficult your job is or what struggles you are having. Give them sweetness and light, as this salesman and motivational speaker understood, and they might come back.

6. "The consumer isn't a moron; she is your wife."
Source: David Ogilvy
One the of the advertising industry's original "Mad Men," Ogilvy realized that while customers may lack specific knowledge of an industry, they do know something far more important: the reasons they will buy or not. Anyone can belittle a customer's naiveté or lack of experience. Successful salespeople will patiently and respectfully give them the information they need to make an informed decision.

Comments

Popular posts from this blog

ESSENCE OF ENGAGEMENT IN DIGITAL SPACE

Once again, I’m not a social media marketing expert and I don't pretend to be one. My social media marketing knowledge is limited to the things I learn everyday by observation. Many of you have already gone through my previous blog namely, ‘Marketing in a Digital Space’. Those who didn’t get the chance to go through; don’t sweat. You may read it from the link below: http://meet-ehtesham.blogspot.com/2017/04/interviewer-to-candidate-do-you-have.html
That article was about the principles of promotion when you are in digital space. It mostly tells you about “going digital and acting normal”. At the final paragraph, I mentioned that we should put more and more WOW elements in social media to be successful. There were other points as well. But this is the toughest and most important of all.
Very recently I have conducted an experiment. Let me give you the background first. I have almost 700+ friends and 1K+ followers on my Facebook. My posts are usually pretty boring and hence very few…

ADVERTISING SIMPLIFIED

That day, I was going through an article which says that 38% of US adults use ad-blockers in their mobile phones and 0.35% average display ad click-through rate. Furthermore, Havas Media Group UK has already frozen spending on Google and YouTube. Another research shows that general visitors of different webpages (in desktop version) cannot recall any brand/communication/contents that are placed in the right side of the website. Can you imagine this? So, what are the ways to overcome this? Many advertisers these days are coming up with some phenomenon infotainments, infographics, interactive contents, etc. through different media channels (both conventional and social media) to keep their customers engaged. But how successful they are?
I don’t consider myself as a creative person. Moreover, the marketing knowledge I have is the very basic. So, pardon me if I sound loud to you. In case of developing a creative/ad, I personally follow a simple theory. Trust me, it helps a lot. The theory …

MARKETING TODAY IN DIGITAL SPACE

Interviewer to a candidate, “Do you have any leadership quality?” The candidate replied, “I believe so. I have 87 followers on Facebook.”
I think this joke clearly illustrates how digitization has impacted our everyday lives. One of the things we do first in the morning is to check our mobile phone’s notification bar. While working, eating, even in a close social gathering, we tend to check our mobile phones repeatedly. ‘What did I miss? What did I miss?’. Moreover, we tend to easily believe what we see in social media, especially, on Facebook. We rarely check the authenticity of the news or content. Why? It is because 1.2K people that I don’t even know and 54 people from my circle (maybe) liked the post. Strange! Yes, this is an alarming scenario.
One of the commonly and frequently used IMC (integrated marketing communication) terms is 360 degree marketing approach. Yes, 360 means using all possible communication channels at once to push certain message(s). Good idea. And I’m not agai…