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#SELLOUT: A New Way Of Marketing

#SELLOUT: A New Way Of Marketing

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#SELLOUT: A New Way Of Marketing

Panjangnya:
61 pages
38 minutes
Penerbit:
Dirilis:
Feb 4, 2016
ISBN:
9781519971883
Format:
Buku

Deskripsi

Business Dictionary describes marketing as follows: 

“The management process through which goods and services move from concept to the customer.” 

It explains marketing as taking the product and selling it to the customer. Though selling is not explicitly stated, it is obvious that selling can be considered part of the marketing function. 

As a marketer, this doesn’t come as a shock. Anyone in the marketing world is brought up to believe the holy grail of their industry is to sell products (at large amounts) as a direct result of their efforts and campaigns. 

Yet as a consumer, this terrifies and repulses me. 

It makes me feel like a number. It’s as if I’m merely another statistic for CMO’s to report to the boss. As if I’m stood with an apple on my head waiting patiently for the most accurate marketer to hit it. 

Surely this is wrong? 

The truth is, times are changing, as they always have done and they always will. And when times change, our mindsets have to change as well. Unfortunately, it seems the majority of marketers haven’t got there yet. 

I see so many of my tribe spout the latest buzzwords about customer engagement, or customer insights. Everyone claims that it should always be about the customer as a person, not a segment or a target market. We’re all unique and our marketing efforts should match that. 

So why has nothing changed? 

If you grill these marketers further, they will eventually concede that they still try the age old techniques, it’s just that they now dress it up as being more personal. They still create a sales funnel and try to cram as many people down it as they can. They still aim to convert. 

These people simply don’t get it. They don’t realise that customers are people, and we should treat them as we’d expect to be treated ourselves. 

This “Golden Rule” has endured since the dawn of man. It’s nothing new. But the marketing industry is too scared or lazy or stupid to embrace it. 

Rather than converting their leads, these marketers need to start converting themselves. Hopefully this book will lead the way.

Penerbit:
Dirilis:
Feb 4, 2016
ISBN:
9781519971883
Format:
Buku

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#SELLOUT - Joe Daniels

References

Introduction

Section 1: The Consumer-Led Economy

Section 2: The Old Dogs

Section 3: The New Tricks

A New Hope

Bonus Content

References

Introduction

And when I saw that, I realized that selling was the greatest career a man could want. ’Cause what could be more satisfying than to be able to go, at the age of eighty-four, into twenty or thirty different cities, and pick up a phone, and be remembered and loved and helped by so many different people?

Death Of A Salesman, Arthur Miller.

This quote comes from one of my favourite plays, Death Of A Salesman. It tells the story of Willy Loman, a salesman who goes through a bit of a midlife crisis and struggles to hold his life together.

What Willy is trying to explain in the above quote is that he was inspired to become a salesman after meeting Dave Singleman, an almost legendary figure in the sales world. Whilst Willy sees Singleman as the embodiment of happiness, the ugly truth is that he was working at the age of 84, and so perhaps selling wasn’t all it was cracked out to be.

The idea for this book came to me after discussing the purpose of social media for businesses. Essentially, my opposition in this debate concentrated solely on the ROI of social media. Where do the sales come from? was his war cry.

I responded by saying that the ROI of social media isn’t as clear cut as sales figures. Social media offers so much. Brand awareness, customer relationships, and word of mouth to mention a few.

But still the question came: Where do the sales come from?.

The role of social media for businesses is not the topic of this book. That’s for another time, and I do believe time will soon make it clear that social media should be taken far more seriously that it currently is.

Anyhow, the discussion got me thinking about the role of marketing more generally. Business Dictionary¹ describes marketing as follows:

The management process through which goods and services move from concept to the customer.

It explains marketing as taking the product and selling it to the customer. Though selling is not explicitly stated, it is obvious that selling can be considered part of the marketing function.

As a marketer, this doesn’t come as a shock. Anyone in the marketing world is brought up to believe the holy grail of their industry is to sell products (at large amounts) as a direct result of their efforts and campaigns.

Yet as a consumer, this terrifies and repulses me.

It makes me feel like a number. It’s as if I’m merely another statistic for CMO’s to report to the boss. As if I’m stood with an apple on my head waiting patiently for the most accurate marketer to hit it.

Surely this is wrong?

The truth is, times are changing, as they always have done and they always will. And when times change, our mindsets have to change as well. Unfortunately, it seems the majority of marketers haven’t got there yet.

I see so many of my tribe spout the latest buzzwords about customer engagement, or customer insights. Everyone claims that it should always be about the

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