Selling Miscellaneous

Tags: KC ST

Selling strategies

Selling strategies include an important variety of aspects which make them complex and challenging to elaborate. The different dimensions of a selling strategy range from the actual initial product design to the after sales, going through the marketing plan and selling process. Because of all these possibilities no two approaches will be alike.

Much literature exists (marketing, sales, ...) on these subjects and present many interesting elements of creating the strategy.

The emphasise is put here on more individual and sometimes subjective components. In order to illustrate the kind of elements understood in here, below are for example a few different ideas which could be used for creating a selling strategy

These examples were all obtained during brainstorming sessions during our work with clients and were retained for creating the strategy.

An excuse to buy please

In many cases, people buy things because they want them (and don't essentially need them). This is non rational. But to actually buy them, they need a rational excuse. For example many people buy 4WD cars/trucks to look prestigous, to show off, ... But if you ask them they'll say it's for security, reliability...

In these cases, it's important to provide people an excuse so they can justify why they bought and use their purchase (because their friends for example will spot it was a 'want' buy and ask why they bought it).

Note that the real reasons for buying might even be non admitable in regards of the societies views (for example peope getting cable TV for adult programs, ...).

Ashamed not to have

To sell something you can try making not having it negative.

For example, GSMs allow you to stay in contact with your friends. So not having one can look like you have no friends, or that you don't want to be in touch with them, or that you don't care about them.

By some aspects not using GSM can make you look asocial (of course not everyone thinks this way, but for some, even unconsciously, this can be a consideration).

Seeing and believing

Focus on what can be easily measured and compared objectively. It is much harder to make advantage of less quantitative aspects. This isn't because they are subjective (although they often are), it is rather because it is difficult to make a difference based on these because everyone in the market will claim to provide all these kinds of advantages which can't be checked easily.

An example of the implications of this is quality vs. quantity. In some cases forget quality and go for quantity instead, people notice it easier. Quantity is immediately visible and objectively comparable. Quality is much more subjective and sometimes takes a long term before making the difference. So all suppliers simply claim they provide 'best' quality, and in many cases you have no way of checking until a long time (if ever).