What motivates a person to buy a new product or buy from a new vendor? In my experiences it has often been the right combination of both timing and offering.
That can be a daunting proposition as this delicate mixture may be difficult to attain.
Likewise, because timing is so crucial, it requires persistence without aggravating the prospect.
Manipulating the advertising formula so as not to become truly bothersome only increases the frustration for the professional salesperson.
What is too much? What is too little? What message will get me a response? In today's age of technology, constant advertisement, and product tie-ins, it has become increasingly difficult to get noticed.
Apple, Coke, McDonald's and the other corporate giants need not contend with such a concern.
Thanks to years of marketing and a seemingly bottomless budget, their brand is everywhere.
My experience suggests that all this noise has ironically created a level of complacency in the buyers like never before.
It's becoming harder and more expensive to find that creative outlet.
With regard to this topic, I define buyer complacency as nothing more than an unwillingness to learn or explore new alternatives.
Advertisers eagerly attempting to acquire new business are the true culprits.
They in effect have cannibalized the very market they seek to gain.
Of course, advertisers cannot simply pull the plug or they will lose valuable exposure.
The result of this saturation appears to be that the buyer, overwhelmed with possibilities, ignores most of them opting to do nothing instead.
He/she never learns what unique benefits could have been realized.
Adopting a "if it 'ain't broke don't fix it" mentality ignores the very real possibility that "it" isalready broken.
For example, why replace a printer that still prints? Well, perhaps a new one could increase productivity, offer color options, and cost less in the long run or the short run for that matter? And yet, I am guilty of the very same "offense" that I write about.
In fact, most of us are.
How much abuse do we absorb from the cable company, our bank, car service centers, etc.
before we search for an alternative? For most of us, it's quite a bit.
Why? Because, if the pain we receive isn't great enough, we'll simply accept what we get.
In my industry, online seller of commercial office supplies, complacency is epidemic.
My chosen industry is in office products.
Despite it being a $250 billion dollar industry and serving as the fuel for commerce, some may consider it petty.
Nevertheless, it is fiercely competitive and alternatives exist everywhere.
For this very reason, I am often astonished by a buyer's unwillingness to examine new options.
I hear how prices change too often, delivery is sporadic, selection poor, and so on...
only to later learn that they are too complacent to switch.
Ultimately, it's what they know even though what they know is causing them concern.
This supposed comfort zone is a tough beast to slay.
Too often my would be clients gravitate towards the big national suppliers while dismissing opportunities right in front of them simply because it is the perceived easiest way and because my competitors jingle has effectively penetrated my prospects core.
That makes my job and my marketing that much harder.
I'm up to the challenge.
I believe that if a company will do the right things the right way and do it long enough, they will have the right clients.
Timing and offering, that's the planetary alignment we in the middle market are constantly seeking.
I'm sensitive to it now.
I don't throw away a letter simply because it's trying to sell me something.
I glance at most e-mails just in case there is an offer that would benefit me.
The daily battle continues.
With an ultra competitive niche like discount office supplies, we're right in the thick of it.
That can be a daunting proposition as this delicate mixture may be difficult to attain.
Likewise, because timing is so crucial, it requires persistence without aggravating the prospect.
Manipulating the advertising formula so as not to become truly bothersome only increases the frustration for the professional salesperson.
What is too much? What is too little? What message will get me a response? In today's age of technology, constant advertisement, and product tie-ins, it has become increasingly difficult to get noticed.
Apple, Coke, McDonald's and the other corporate giants need not contend with such a concern.
Thanks to years of marketing and a seemingly bottomless budget, their brand is everywhere.
My experience suggests that all this noise has ironically created a level of complacency in the buyers like never before.
It's becoming harder and more expensive to find that creative outlet.
With regard to this topic, I define buyer complacency as nothing more than an unwillingness to learn or explore new alternatives.
Advertisers eagerly attempting to acquire new business are the true culprits.
They in effect have cannibalized the very market they seek to gain.
Of course, advertisers cannot simply pull the plug or they will lose valuable exposure.
The result of this saturation appears to be that the buyer, overwhelmed with possibilities, ignores most of them opting to do nothing instead.
He/she never learns what unique benefits could have been realized.
Adopting a "if it 'ain't broke don't fix it" mentality ignores the very real possibility that "it" isalready broken.
For example, why replace a printer that still prints? Well, perhaps a new one could increase productivity, offer color options, and cost less in the long run or the short run for that matter? And yet, I am guilty of the very same "offense" that I write about.
In fact, most of us are.
How much abuse do we absorb from the cable company, our bank, car service centers, etc.
before we search for an alternative? For most of us, it's quite a bit.
Why? Because, if the pain we receive isn't great enough, we'll simply accept what we get.
In my industry, online seller of commercial office supplies, complacency is epidemic.
My chosen industry is in office products.
Despite it being a $250 billion dollar industry and serving as the fuel for commerce, some may consider it petty.
Nevertheless, it is fiercely competitive and alternatives exist everywhere.
For this very reason, I am often astonished by a buyer's unwillingness to examine new options.
I hear how prices change too often, delivery is sporadic, selection poor, and so on...
only to later learn that they are too complacent to switch.
Ultimately, it's what they know even though what they know is causing them concern.
This supposed comfort zone is a tough beast to slay.
Too often my would be clients gravitate towards the big national suppliers while dismissing opportunities right in front of them simply because it is the perceived easiest way and because my competitors jingle has effectively penetrated my prospects core.
That makes my job and my marketing that much harder.
I'm up to the challenge.
I believe that if a company will do the right things the right way and do it long enough, they will have the right clients.
Timing and offering, that's the planetary alignment we in the middle market are constantly seeking.
I'm sensitive to it now.
I don't throw away a letter simply because it's trying to sell me something.
I glance at most e-mails just in case there is an offer that would benefit me.
The daily battle continues.
With an ultra competitive niche like discount office supplies, we're right in the thick of it.
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