Is it Time to Change What You're Selling?
Is it Time to Change What You're Selling?
One of the easiest ways to help you understand this is to use an example. The market for household cleaners is huge. Yet, there are only a small number of manufacturers who compete for the same dollars.
That means each manufacturer works tirelessly to make their cleaner more attractive to their buyers and potential buyers. You can only go so far on price until it’s no longer profitable to sell your product. You can only go so far on clean. After all clean is clean, and you can’t really get cleaner than clean unless you’re going for sterile.
So what’s a household cleaner manufacturer to do? He takes his product from a logical choice to an emotional choice. Does that really work?
Well if you don’t regularly buy or browse the aisles for household cleaners I challenge you to take a field trip and do some research. You’ll notice that glass cleaners, for example, come in a similar container no matter who makes it. You’ll also notice there isn’t a big price difference between the name brand manufacturers.
Then I want you to take a close look at the label on any cleaner in the aisle. Now look at a couple more. Do you notice a trend?
I’ll give you a little hint. Look for the word “green”, an image of the world, or a triangle with a chasing arrow. Yes, you’re onto the trend now.
These manufacturers discovered that you care about how you treat the environment and the impact the cleaner and its container has on your world. Now all of a sudden you think about and care about cleaners in an entirely different way than you ever have before.
You changed how you make a purchasing decision. All because they understood you, what you care about, what you think about, and how you think and talk about what you care about. They changed the entire game when it comes to how they market to you to fit what’s important to you. Get it?
Is it Time to Change What Youre Selling - To learn more about this author, visit Cheryl A. Clausen's Website.
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What works now won’t work forever. Times change, the selling environment changes, the competition changes, and you have to change too. You have to put your thinking cap on and devise an approach to make what you have to offer attractive to potential buyers once again.
One of the easiest ways to help you understand this is to use an example. The market for household cleaners is huge. Yet, there are only a small number of manufacturers who compete for the same dollars.
That means each manufacturer works tirelessly to make their cleaner more attractive to their buyers and potential buyers. You can only go so far on price until it’s no longer profitable to sell your product. You can only go so far on clean. After all clean is clean, and you can’t really get cleaner than clean unless you’re going for sterile.
So what’s a household cleaner manufacturer to do? He takes his product from a logical choice to an emotional choice. Does that really work?
Well if you don’t regularly buy or browse the aisles for household cleaners I challenge you to take a field trip and do some research. You’ll notice that glass cleaners, for example, come in a similar container no matter who makes it. You’ll also notice there isn’t a big price difference between the name brand manufacturers.
Then I want you to take a close look at the label on any cleaner in the aisle. Now look at a couple more. Do you notice a trend?
I’ll give you a little hint. Look for the word “green”, an image of the world, or a triangle with a chasing arrow. Yes, you’re onto the trend now.
These manufacturers discovered that you care about how you treat the environment and the impact the cleaner and its container has on your world. Now all of a sudden you think about and care about cleaners in an entirely different way than you ever have before.
You changed how you make a purchasing decision. All because they understood you, what you care about, what you think about, and how you think and talk about what you care about. They changed the entire game when it comes to how they market to you to fit what’s important to you. Get it?
Is it Time to Change What Youre Selling - To learn more about this author, visit Cheryl A. Clausen's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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