"I sell...quality, peace of mind and a warm smile..."
The secret to running a successful enterprise lies in having a great product..a product that is in short supply, and for which there is a great demand. FACT.
While many entrepreneurs choose to focus on, and sell the tangibles, I strongly believe that at the end of the spectrum, the decision to buy is driven by the intangibles - the emotional connections created in the customer journey.
Charles Revson, Founder of Revlon Cosmetics summed it up well, when he said "In the factory, we make cosmetics; at the shop, we sell hope". The wisdom in this nugget rings true today, maybe even louder than it did more than 50 years ago.
Marketing communications has grown purely on the strength of creating an emotional connection between a brand and its consumers. Pick any brand ... Coke, Apple, BMW ...they are not screaming from the rooftop about quenching your thirst, making you work smart or getting you from Point A to Point B. Their messaging is skewed towards appealing to the intrinsics: the real needle-movers.
I deviate. A tad.
The first few months of joining the hustlers' ranks can be quite daunting. The David vs. Goliath scenario plays often, and if you linger too long, you may fail to realise just how much you can achieve by deliberately packaging and selling your intrinsic value.
I joined the hustler's ranks after clocking a couple of years with Ogilvy, one of the world's top communications powerhouses. At Ogilvy, clients "came to us" because... well, we were Ogilvy. The reality of a changed environment would hit me fast when I set up my solo act, Traction Communications. I was now targeting the very clientele that would walk into Ogilvy without a second glance. A walk in the park? By a long shot, indeed.
In my first sales pitch (January 2014), I wasted valuable time regaling my (bored) audience (and prospective client) with all the stripes I gained from my Ogilvy days. One of them was kind enough to call me aside and give me a word of wisdom, that resounds to-date. "I heard so much about Ogilvy in your presentation, I am tempted to take my project to them. But you seem so passionate about what you intend to do, and it is that passion that I am looking for".
Light-bulb moment! This prospective client was not looking for a mirror image of Ogilvy. This prospective client was not just fishing in the market for someone who could coordinate a launch event. This prospective client was looking for someone with fire in their eyes... a rumble in their belly....albeit, with a good grasp marketing communications.
Fast forward, June 2016... a client invites my organisation to pitch for an office branding project..."this is right up your alley, I know you will do a good job, you have never let me down"..... my first thought is not, " I have never done an office branding project"; my first impression is, "She has already purchased my product".
With the authority of a 3 year old entrepreneur, with great humility and respect, it is my belief that clients don't just sign you up because you can "print the banner faster", or "get them the top slot on the 9 o'clock news".
If you have time for a cup of coffee, I will run you through my product offering. My clients are looking to invest in quality, peace of mind and a warm smile. I am selling, all these, and more.
Food for thought: Exactly what are you selling, Dear Entrepreneur?
While many entrepreneurs choose to focus on, and sell the tangibles, I strongly believe that at the end of the spectrum, the decision to buy is driven by the intangibles - the emotional connections created in the customer journey.
Charles Revson, Founder of Revlon Cosmetics summed it up well, when he said "In the factory, we make cosmetics; at the shop, we sell hope". The wisdom in this nugget rings true today, maybe even louder than it did more than 50 years ago.
Marketing communications has grown purely on the strength of creating an emotional connection between a brand and its consumers. Pick any brand ... Coke, Apple, BMW ...they are not screaming from the rooftop about quenching your thirst, making you work smart or getting you from Point A to Point B. Their messaging is skewed towards appealing to the intrinsics: the real needle-movers.
I deviate. A tad.
The first few months of joining the hustlers' ranks can be quite daunting. The David vs. Goliath scenario plays often, and if you linger too long, you may fail to realise just how much you can achieve by deliberately packaging and selling your intrinsic value.
I joined the hustler's ranks after clocking a couple of years with Ogilvy, one of the world's top communications powerhouses. At Ogilvy, clients "came to us" because... well, we were Ogilvy. The reality of a changed environment would hit me fast when I set up my solo act, Traction Communications. I was now targeting the very clientele that would walk into Ogilvy without a second glance. A walk in the park? By a long shot, indeed.
In my first sales pitch (January 2014), I wasted valuable time regaling my (bored) audience (and prospective client) with all the stripes I gained from my Ogilvy days. One of them was kind enough to call me aside and give me a word of wisdom, that resounds to-date. "I heard so much about Ogilvy in your presentation, I am tempted to take my project to them. But you seem so passionate about what you intend to do, and it is that passion that I am looking for".
Light-bulb moment! This prospective client was not looking for a mirror image of Ogilvy. This prospective client was not just fishing in the market for someone who could coordinate a launch event. This prospective client was looking for someone with fire in their eyes... a rumble in their belly....albeit, with a good grasp marketing communications.
Fast forward, June 2016... a client invites my organisation to pitch for an office branding project..."this is right up your alley, I know you will do a good job, you have never let me down"..... my first thought is not, " I have never done an office branding project"; my first impression is, "She has already purchased my product".
With the authority of a 3 year old entrepreneur, with great humility and respect, it is my belief that clients don't just sign you up because you can "print the banner faster", or "get them the top slot on the 9 o'clock news".
If you have time for a cup of coffee, I will run you through my product offering. My clients are looking to invest in quality, peace of mind and a warm smile. I am selling, all these, and more.
Food for thought: Exactly what are you selling, Dear Entrepreneur?
Comments
Post a Comment