Lie to people
It’s unethical. It’s immoral at times. But if you want to be the best salesperson around just lie to people. Stretch the truth, “you look great in that shirt!”, “You definitely need the F-350!”, “You should go with the full rebrand package, it’ll be the best for your company!”
Lying to people may help you make a sale but you’re ruining a future relationship. People don’t forget.
There was a story of Patagonia, the retailer. They are known for being kind to the earth, their customers, and employees. I heard a story about an all-star salesperson. She was easily making her budgets sometimes setting records in the company for sales. So much success that the CEO had to go see how this person was doing such a bang-up job!
The CEO goes to the store to congratulate the employee, but instead instantly fires her on the spot. He had just witnessed this “all-star” employee lie to a customer so that they would buy a jacket. The CEO explained in a heartfelt email that Patagonia doesn’t want to simply just sell products, they help people what whatever it is they need. Over-selling to someone is a great way to lose a customer forever.
Just help people, no questions asked
The problem is people trust you, when you’re in a position of power (yes any salesperson is in a position of power) people look up to you, they assume you have their best interests in mind. When you take someone’s trust and use it to increase your sales, you will lose. Maybe not immediately, but in the long run you can’t keep finding new people to sell to, you’ll run out of repeat customers and won’t understand why.
You’ll blame marketing or sales. You’ll put more pressure on your salespeople, they won’t like that, they either get sleazier and “make a sale at any cost” or they quit. Both terrible options for the long-term viability of your company. Every time someone leaves, they tell more people about what you’re doing. It’s easy to blame marketing or sales for business strategy problems. Maybe it’s time you took your team off commission based pay, it’s ruining relationships.
I still think the worst people are the people who lie to you to help themselves out. The worst. Putting money before people is wrong.
Stop blaming “sales” start reinventing “how you sell“
No one likes “selling”. I mean they probably LOVE the money from it but c’mon, convincing people to buy your wares? What is this? 1933? No one wants to buy from you. We want to be entertained, we want our friends to tell us about you, we want to fall in love what you do.
That’s hard, any new strategy in 2017 will be, but as long as your strategy is difficult you’re on the right track. Stop trying for the “easy sell”. The low hanging fruit exists in every industry, don’t fall for that, do what’s hard.
Go for the long sale. Don’t over sell. Remember, everyone has a much better memory now that you share on Instagram every day.
We remember when people fuck us over
It’s hard to forget when someone uses and abuses us and our wallets. If you do it, or work for a company that does it, be prepared for people to never hire you ever again. I remember people from 10 years ago that made a sale, not caring about the consumer (me), you just remember the feeling you got after. It’s very unpleasant.
You don’t need to make that extra recommendation. You don’t need to oversell to everyone, McDonald’s does that, you don’t need to.
How do you “sell” in 2017?
You be really, really, good. Give people a reason to hire you. Show the value in what you bring to the table and believe in yourself. Word-of-mouth has been and always will be the most powerful form of marketing, use it to your advantage.
Find moments to do the right thing, when there’s no monetary value
Caring about your people, helping other organizations in your community, doing the right thing because it’s the right thing to do. This is the new competitive advantage. Leopold’s and Victorias group in Regina, every year in December give away thousands of dollars to charities in the communities they operate. Victoria’s alone gave away $12,000 last year at Christmas time. When you have a choice of when to eat or drink it hard not to at least consider going to Leo’s or Vic’s because you probably know someone who was affected by the give-a-ways. I know I was.
Both Leopold’s and Victoria’s had to do something different this past December, so why not try help in the fight against drinking and driving? Yup, offered free rides during the month of December is what they did! These are pubs that serve food and all they do for marketing is try to be “a good corporate citizen” is what business school called it, I call it the new cool! Because caring about your community is the new cool.
Hardpressed coming into the Queen city to sell their wares!? How do they get away with it? They are a Saskatoon company and people from Regina simply LOVE their clothing. Why? Yes it’s very comfy, yes it’s very stylish, but last year Hardpressed donated $8,000 to Carmichael Outreach after one of their pop-up sales. Do you want me to love you forever? Support the Non-profits that mean a lot to me. Hardpressed, Leopold’s and Victoria’s have done just that.
I’ll support these to organizations because at their very core, they believe in doing the right thing as a part of their business model. That’s something I can get behind.
Everyone thinks they understand the marketing game.
But when you see their work, they’re so afraid to go against the grain.
“It doesn’t work on me”, everyone thinks they understand advertising.
Then they only buy pop-culture products by name brands, to me that’s not surprising.
The marketing world has been based on selling more eye balls, I need more exposure, more impressions, more branding!
The smart companies know that if they spend more on Customer service and making a better product, when the smoke clears they will be the ones left standing.
We’re about to enter the marketing war, you have no choice in this matter.
But it’s not about a bigger megaphone to try and create more useless banter.
That’s what we don’t like, your boring message that’s supposedly tailored to my “demographic”.
Really you don’t care about my opinion of your product, you’re making a feeble attempt at increasing your website traffic.
The war of traditional versus the future, we’ve seen this battle before.
Older people don’t like to change but the younger generation can hardly wait for what’s in store.
Agencies have ruled over the marketing world for long enough, I wonder how they’re going to adapt.
When you work for one and offer an idea outside TV, radio, or print, you’re bound to get your hand slapped.
“Recommend billboards or TV, we make a quick 15% off every ad we sell!”
It’s this mentality at agencies that makes me think their business model is about to go through hell.
Monetize the website, monetize the Facebook, monetize our blog!
Figure how much profit we can make, heck put our logo on that dog!
You think I hate mass media, commercials are bad and have no use for the newspaper.
It’s not the medium, it never was, it’s your attitude I have a problem with, you sound like Don Draper.
You assume people want to hear about what your company has to say.
But for 98% of us we could care less about your company while going about our day to day.
Stop trying to get more exposure and stop interrupting me while I listen, watch and read.
Focus on the 2% and make sure you’re there the second your service is in need.
Have a conversation with your customers and realize you need feedback to grow.
Your other option is to listen to no one and change nothing, this last opportunity you will inevitably blow.
As marketing budgets get slashed and business models turned upside down, bankruptcy is no longer the “unthinkable”.
If you don’t want to adapt, if you don’t change the course. Always remember the titanic was touted as being unsinkable.
Experience will tells us it’s too risky to change, “focus on your strengths, don’t follow fads”.
Instagram and Snapchat seem like effort, it’s much easier just to buy ads.
Now here’s your warning, I’m delighted to let you know.
If you ignore the conversation and keep interrupting us, it’ll start to show.
You’ll alienate your loudest customers and they’ll be sure to let everyone know,
what an ignorant company you are and to your competition they’ll go.
The companies that will win have something you can’t get from an agency.
A dedicated tribe of people who care dearly about your company.
So fire the marketing department and hire a philanthropist or nine.
Begin your tribe by telling your story to the world online.
Written in January 27, 2012. Originally titled “The Marketing Rap”.
Why You don’t Need a Marketing Strategy
How many small startups have a marketing strategy? I’d venture a guess as very few. No I don’t mean a “marketing plan” I mean an actual strategy with tactics, objectives, and intended outcomes. Rarely do startups care about marketing because if you have to rely on marketing to make your product or service successful you’re not going to be.
How many recent extremely successful products or services have grown exponentially because of a marketing strategy? I’d guess very few. The reason something catches fire is one part luck and one-part remarkability.
Remarkability: The odds that someone will talk about your company, product, service or organization.
Most business owners think of marketing as logos and commercials when really it about getting people to spread your story. There’s nothing traditional about marketing in 2016.
You don’t need a marketing strategy. A lot of people will tell you you do. Professors of marketing, those who’ve never practiced their theories just taught them in the classroom are the worst at spreading the lies about why you need a marketing strategy.
They’ll say you can’t be “off brand” and that every communication you make needs to be consistent.
“Mind your four p’s!” they’ll tell you, even though three out of the four are almost obsolete or useless for your company. Price, Place, Product, Promotion.
Marketing needs to start at the beginning of the planning process of your product or service.
I love the Seth Godin quote “Advertising is the tax for the unremarkable.”
This week’s #InTheLab I get to interview Mitch Gallant, Marketing Manager for the Capital Auto Group. I’ve worked on and off with him and his team for around 4 years now. Mitch is brilliant when it comes to online marketing let alone Google Adwords. This talk is mostly focused on Google Adwords.
“Buying a car is a hassle! That’s probably why buying a car is one of the most researched industries on the internet.”
Mobile traffic is more valuable than desktop trafficRead More›
This week on #InTheLab, the Strategy Lab video series, we answer questions from a couple views.
Question 1 from Shalyn:Read More›
Episode 8 of #InTheLab I get to talk to Eddy Alvaro, a design, dance, and digital professional from Regina who has a brilliant way of looking at designing your next logo. Eddy has a brilliant eye for design. In everything he creates he takes into account who the audience is, what he’s trying to get out of them and determines the minimalist way to get there. He’s a creative mastermind who takes the personality of an organization and captures it in a logo.Read More›
Could it be that advertising isn’t an art form but more of a science? Are the smart marketers using frameworks like the one from Made to Stick or the one in Jonah Berger’s Contagious?
As much as advertising is an art form, there’s more science to it than you think. The slide deck of the 99 most creative ads is to show you how many companies go about their advertising. These are the best of the best, for every amazing ad there are 1000 mediocre ads that just become noise in our world.
If you want to standout, if you want to create a truly remarkable ad than read Contagious(Jonah Berger) and Made to Stick(I already told you who wrote this book). They will at least give you a framework to work under to create the next viral sensation.
Photo Credit: http://www.apple.com
An entire generation was taught not to put things in our mouths because of this commercial. What a catchy tune! Do you think we all still know this song because is has such a great hook? Or because it was completely overplayed from 1993-1998? You be the judge.
Around Regina, you can still look someone in the eye and say “some people think I eat too many chocolate bars” and you’ll get the response, “or that I don’t wash my face.” This commercial inspired a generation of kids to care about their appearance, especially their face. Also, when one eats a lot of chocolate bars we’re reminded of this cultural tipping point for facial cleanliness.
One of my personal favs…
The log drivers waltz
I shared this on Twitter and @KiltedBroker chimed in saying he thought this was a video on how to pick up chicks! Atta boy Jackson.
And finally a public service announcement from our favourite drug spokesman, Pee-wee Herman…
Don’t do crack!
Have a favourite commercial from when you were a kid? Share in the comments below, I’ll add any sweet videos to this list!
I just finished what I think is one of the best books written on Branding I’ve ever read. It’s called Brand Delusions. It teaches you what branding is by telling a story of company in trouble and how they saved their brand. It’s an entertaining way to learn about branding and the counter-arguments you’re going to get when you try to adapt a new culture in your company.
Your Brand is a widely held set of beliefs and expectations about what you deliver and how you deliver it, validated by customers’ experiences.