KCard : Selling Miscellaneous
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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). |
Ideas to develop
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