Issue 41   November 30, 2004 VOLUME 1 ISSUE 41  
Industry Interview
Minding The Store
In The News
The Motivational Minuteİ
Swap & Shop
Industry Trade Shows
Trade Show Tip
The Spring Book Show Vendor Profiles
Did You Know?
Moves and Changes
Minding The Store
Marketing and Sales Innovation to Defeat Inertia In Your Store

Probably the greatest management guru of all time, Peter Drucker, said, "Because it is its purpose to create a customer, any business enterprise has two--and only these two--basic functions: marketing and innovation.  Marketing is the distinguishing, the unique function of a business."  Ted Leavitt, professor emeritus, Harvard Business School, said, "All industry begins with the customer and his or her needs, not with a patent, a raw material or a selling skill".  Since Internet columns are meant to be pithy, this is the first in a series that will take us through some of the tactics that will help us to break through the inertia that we face daily to a place where we can ring that register many more times!

In this series we will discuss advertising.  There is an old saying in advertising which states, '50 percent of advertising is wasted, but no one knows which 50 percent'.  This is not a joke, nor is it true.  Any serious review of ads shows that at least 90 out of 100 ads are not read or are unintelligible or are not promoting "your brand" properly.  Your money is squandered!  In this series we will discuss how to make advertising an investment, rather than weak messages, cluttered images and poor creative strategy that will leave you broke.

We will also cover personal selling.  The cost of personal selling can be a huge money waster.  It is estimated that 95 percent of all "salespeople" never ask for the sale!  So few salespersons have a preplanned sales presentation, that selling is one of the least efficient and least effective parts of your marketing mix.  The ineptitude of personal selling is masked by the reality that 25 percent of all sales are unilaterally made by the customer to themself.  The customer finds the product, the customer studies the product, the customer decides on the product (all alone), and the customer buys the product without or sometimes despite, a salesperson.

This reality is why, in boom times, certain salespeople and stores, as well as advertisers, consider themselves geniuses, yet in down times poor sales performance is always the fault of others or of a weak economy.

In the next several installments of this series we want to talk about how you can make the cash register ring, ring, kaching, kaching!  In good times and in not so good times.  So let's break that inertia and innovate our way to the top!

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