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Marketing Out Of The Box
- 1. Marketing “Outside of the Box Your Presenter: Beth Bush
- 4. What challenges are you having in your business?
Editor's Notes
- If we always do what we have always done, we may not see new opportunities. If we assume that a market segment is not going to do business with us, we will not get their business.
- If we always do what we have always done, we may not see new opportunities. If we assume that a market segment is not going to do business with us, we will not get their business.
- Speed results in sacrifice of quality and service. We walk fast, drive fast, talk fast, and think fast. We have “hurry sickness.” Yet despite scrambling, we are always a little behind and forced to play an unrelenting game of catch up. Watch out for the gottas - I gotta make the deadline, I gotta prepare for the meeting. I gotta make my quota. I gotta read this, write that, review something. I gotta check my email, my voice mail, and my real mail. This causes stress, which not only affects work, but you take it home to your family. But it also causes you to make mistakes – careless ones that could have been avoided. In 1959, Haloid, a small research firm, offered IBM the sales rights to their “914” paper copier. IBM retained a consultant who advised against the purchase saying that the worldwide potential for a plain paper copier was less than 5,000 due to the cheap price of carbon paper. (How is that for a “sacred cow”?) Ten years later, Haloid, now known as Xerox was generating over $1 billion in sales annually from copier sales.
- You are open 12 hours, they’ll stay open 24 You charge $30, they’ll charge $25. You offer free checking, they’ll also take away ATM charges. Make it harder for companies to compete against you. Sears was one of he first companies to come out with an all inclusive catalog. Customers loved it. But as technology progressed, competitors developed slick formats for specific target markets and Sears vowed not to make any changes. Everyone else made buying as easy as possible (800 numbers, online shopping, next day delivery, etc) and Sears did not even have a toll-free number. Playing by old rules while the game is changing is a sure path to failure.
- Surprise them – Go beyond selling to help your customers address long-standing problems and concerns. See yourself as a consultant. Be interested in their best welfare and helping them win their game.
- When your staff is inspired and passionate about something, nothing is impossible. They tap into their inner resources, strengths, and creativity that is normally hidden away. They can accomplish what they previously thought was out of reach. People want to be a part of something great do something they have never done before Enable your staff and create passion. Then, instead of dragging your staff out of the sandbox, your team will step out with you and accomplish things they never imagined before.