Back in 2006 we were all living the dream at the expense of lies in the Real Estate bubble. Hundreds of businesses seemed to thrive, several people in different industries thought they had it all figured out, that they were in fact the secret behind their sudden business success.
Retail is great. Retail is freaking awesome in deed. There is so much people talking about how digital is going to debunk real stores that is hard to hear anyone. To be honest with the world we need to stop believing such a lie.
There’s a market for everyone and everything. Humans are social by nature, as long as there are humans in this world, there will be malls and market places. Digital is not a replacement of your life it is an enhancement.
This year I failed to live by my code and decided to join the wagon of the Black Friday / Cyber Monday maniacs. Instead of just going with the flow I should have seen and learn from digital market leaders such as Bestbuy, e-bay and amazon. Bestbuy extended their promotions for well over a week after Cyber Monday, welcome Cyber Week.
We did fine in sales, however there’s always something we can do better. Next year, I’ll remember to double check my basis, and not to try to compete against retail when it is not my place. My place is the Internet and the Internet has its own set of rules.
Read more about Cybermonday sales at Inc Magazine
If you want to get something out of it.
Web sites that sell
I happen to love sales and marketing more than chocolate, that may be cause my grand mother was in sales, both my parents are, and working in the beautiful Cancun, Mexico most of the time you are surrounded by a sales environment.
Every now and then I see fascinating things that should be shared with the world in order to inspire the business people out there to replicate and improve the models. The Internet is the marketplace of a global economy, there is market for everyone who knows how to get the best out of it. That is the reason I am writing this series. I hope you enjoy them, share and provide some feedback on them.
If you think you are being a clever marketer, you are doing it wrong.
When I first started developing web sites back in 2002 I was naive. I was under the impression that doing something different meant to use elaborated words that no one else was using, I thought that the web was missing fashion and style, and that for some magical reason, I was the one who was meant to make it right. Sadly, I was wrong.
Being clever when developing your site’s content is one thing, using the wrong words that no one is searching for is in the other hand… A stupid thing to do. I spent some time doing the latter myself, only to understand later on that all my work was worthless, I want to give you a word of advice here: Use common sense.
The logical way of thinking is the best possible way to start your site, whatever is it that you are doing, do not try to be as original that no one ever get to know who you are and what is it that you are saying. If you need some help on learning to write for the web you can get some good advice on Copywriting tips for online marketing at CopyBlogger.com, that is one of the sites that I use and visit the most these days.
Lets say that you are starting a new Day Spa in Aspen. You want to provide some super cool sort of service and you want people to know about it.
Ask your friends and family, or even strangers –Choose people that fits your market– the following question: When you want to look for a Day Spa, how do you google it?
If you happen to master the understanding of how people googles, you will become a start in the Internet marketplace. There is a line where we all come together, may be a word or a phrase, use this phrase to elaborate your keyword vectoring, the content of the blog in your site, and the product pages too.
Keep away from talking about technicalities of the massages or the products at your spa if it is not relevant to your business. Talk about what is relevant to the people that is looking for your product, in other words, provide value to your visitors.
Keep your customer always in your mind. He is the one that is looking for you, for him to be able to find you, you gotta make it happen. Focus on your main business, not in details that no other but the therapist may be talking about –unless of course your day spa offers some sort of training. Focus on what is relevant to your business: Your customer and what he wants.
In order to sell you need to be noticed. In order to be noticed on the Internet, you got to understand your target market.
Customer is always right, it is our job to help them discover what they want.
Every time a man comes into our shop asking to get a project done, they pretty much know what they need, it is responsibility of the sales professional to understand the customer, and then based on a deep analysis of his needs sell the appropriate solution.
You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new. –Steve Jobs, Apple CEO.
Its a common thing to hear that Henry Ford once said: If I had asked people what they wanted, they would have said Faster Horses.
People is well aware of their needs, in the times when Henry Ford was building an emporium, they new they needed to get from one place to another faster. Then it is perhaps logical to assume that the current transportation means can be improved in order to meet those needs, changing the transportation from horses into model 5’s was innovation!
People is reluctant to change, and both things are equally inevitable.
Ford knew he was right, he needed to change the paradigm of cars into something better, into something new, for this he decided to prove himself and his customers, how a horseless car was in many ways better than the traditional transport means, he sold the world into the idea of a modern vehicle.
Therefore, if we analyze the plot of the story, we could conclude that not only shall we expect our customers to be reluctant to change, but that a sale will be made, either we as the experts sell our customer into the idea that a modern product will serve better his needs, or he sells us into the idea that he only needs a small set of changes to his current solution.
I am not trying to get you to upgrade all your customers, the purpose of this post is to help you understand that we the sales professionals are entrusted by our customers to help them get the best possible solution. Also, to remember that you are the sales professional, it is your responsibility to sell your customer into the right solution, to expect and face his reluctancy, to prove how much benefit will come from making the right choice, it is not the big commission check you are going to get at the end of the month, it is all the subsequent checks you are going to be making for the rest of your life from the referrals of your current customer.
Never compromise your principles, developing low quality products for couple of bucks may seem such a great deal when we are young and unexperienced, but it wont bring the big cash in tomorrow. It is better to refuse a sale when you know that you customer does not fully understand what he needs, than just taking his money once. However, before turning any proposal down you should make everything in your power to convince your client to commit to your suggestions.
I was reading the article Building complementary services: A powerful long-term social media strategy at dosh dosh, it exposes a lot of insides on the social media marketing approach, as you may have noticed by the title, I like it cause it is actually very good, it tells you that if you do want to succeed, you have to provide value, and it does not come easy, it is definitely worthy reading if you are interested in the web as a mean to help your business grow!
Along with the article 7 ways to be worth following on twitter, and several other articles that for the lack of time I have not placed together yet. However, I promise I’ll make a list of those that I find the most worthy reading and post it.
“Publicity is giving someone a reason to Talk about you.” -From the dosh dosh article, I did love that quote.