 |
Sales Happen When You Make
Someone Care... |
That's a tall order in today's commodity driven
economy where virtually every product and service is seen as
interchangeable. When everything looks the same the sales
process boils down to price; which seems to constantly get
pushed lower and lower. Subsequently, your product
becomes inconsequential, your margins are minimized and
sales rest solely on relationships. How do you break
the commoditization of your market?
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|
Where Do You Start? |
 There
is a way out of that commodity marketing cycle. It's
called aspirational marketing. It's about making a
particular sort of promise to your customer. A
promise that recognizes
where the customer wants to be and provides a reason to believe
in your company's ability to get them there. You need
to create a
transformative experience. To get there you need to
begin with understanding your customers needs and how you
can serve those needs.
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Transform Your Thinking...
Begin At The End... |
The traditional marketing/sales approaches you see in the
commodity marketplace tends to put the consumer at the end
of the chain as an afterthought. This is a recipe for
failure.
|
1: Product |
2: Features |
3: Marketing |
4: Brand |
5: Consumer |
|
What are my products, services, technologies |
What are the specific features of my products |
How can I best communicate these features |
Oh, I should have a logo? |
Why do I care? It's the best product, find a sales
force to sell it. |
With an aspirational approach, you recognize that
consumers drive all business and that is where everything
must begin...
|
1: Consumer |
2: Brand |
3: Marketing |
4: Features |
5: Products |
|
What are my consumer's universal needs, values &
aspirations? |
What brand can best reflect these consumer needs? |
What is the best way to communicate the brand? |
What features will support brand perceptions |
What new offerings are required to bundle these
features? |
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|
Your Market Strategy
Should
Bring Balance To The Market Need
and Your Offering
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