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Marketing in the New Millennium
Marketing in the New Millennium
How To Take Full Advantage Of The New Paradigm In Selling
To Significantly Increase Profits And Eliminate Your Competition
Things have changed in the business world… in a big way.
The last 10 to 20 years have brought a new paradigm in selling
that has forever changed how companies will market their products.
The companies who understand, embrace, and utilize this "new"
way of selling will dominate their market, while the others fail.
Scott DeGarmo, former publisher of Success Magazine said it best
in the following quote: "The big money goes to those companies
with superior marketing operations. Entrepreneurial companies
of today must evolve from being sales oriented to being marketing
oriented in order to now win the consumer."
Selling used to be simple
There was a time when selling was simpler. This was a time when
the marketplace was less crowded and there were less choices.
For example, in 1980, if you wanted to buy a stereo system, where
did you go? You would go to the local department store and ask
the sales representative what kind of stereo systems were available
and what features would best fit your needs… 8-track tape,
turn table, etc.
You didn’t have the ability to go online or to Barnes &
Noble and read 10 magazines that compared and rated the new stereo
systems currently on the market. The department store was the
only source of up-to-date information. In those days, selling
was easy because it was easier for the consumer to make a buying
decision. The reason it was easier to make a buying decision is
because there were fewer choices and less competition. The seller
had the power because the buyer had few options.
Those Days Are Over! Welcome To The Age Of Information
This era ended just 10-20 years ago depending on your industry.
In today's "Age of Information" we deal a whole new
paradigm. Now consumers have “Gigabytes” of information
at their fingertips, and they know how to use it to make informed
decisions... on their own terms.
What Does This Mean For A Business Executive Like Yourself?
The results of this new paradigm in selling are increased competition,
choices, and sales resistance. It also means longer sales cycles,
price competition that did not exist before, and the fact that
products are now becoming commodities. In the new millennium we
are witnessing industry leaders like Amazon.com and Walmart who
use superior marketing and logistical strategies to squeeze the
smaller companies who don’t have superior marketing operations
out of the market.
Marketing costs have also increased. Studies show that today
the average consumer receives 3000 commercial messages per day.
This phenomenon is known as "The Clutter Factor" and
it has literally tripled the cost of sales today over just ten
years ago. It is very hard to get noticed in the new millennium
and the days of branding and awareness advertising are over.
How Do I Sell In This Age Of Increased Competition?
The answer is simple, but first I’ll tell you what selling
is definitely not. Using "branding" techniques that
the advertising agencies and representatives are pitching will
not sell your product. It will simply waste your money…
in a HURRY. Using marketing messaging that is focused on how great
you are with meaningless words such as "quality, service,
and price" will not sell your product. All your competition
is using this kind of wimpy messaging, and just look how well
they’re doing. Using tricks that mislead your prospect such
as the old “bait and switch” will not sell your product.
Quite the opposite, these tricks will result in prospects resisting
you even more. You, as a business owner, need to find a solution
to your biggest problem:
How Do I Get Clients To Want To Listen To What I Am Saying
And Actually Want To Purchase My Product From Me… NOW?
To answer this question, it is important that you know the differences
between selling and marketing...
Selling is the process of closing
the prospects that you have "pre-conditioned" with your
marketing messages to contact you and purchase your product. The
critical element of sales is having prospects contact you who
want to talk to you, and want to hear how you can benefit them.
If they don't contact you, they probably don't want to hear your
message. If they don’t want to hear your message, you cannot
sell to them. If your phone isn’t ringing, your marketing
Marketing is the process of attracting attention,
raising the interest of your target market, and influencing their
decision-making process. It is the tool that educates and prepares
your prospects and then compels them to respond. Your marketing
gives your sales team the opportunity to close sales rather than
chasing them down. This is the critical difference between marketing
Sell With Superior Marketing Systems
The ultimate goal of marketing is to cut through the clutter,
separate you from the competition, and then eliminate your competitors
so that your product is the only logical choice. To accomplish
this goal, your marketing must make the argument for your company
and product like a lawyer presents a case to the jury.
Your marketing needs to include compelling, powerfully written
messages that arouse curiosity, and deliver benefits. Your marketing
needs market data that dramatically improves your position, unveils
a "Smoking Gun" that totally proves your point, and
a offers a logical progression of facts that draw prospects to
only one conclusion… to buy.
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