Sales II – Text
Check unknown vocabulary before you read the text:
proliferation – a rapid increase in number
to stroll – walk or wander without hurry
aisle – a passageway between rows of seats, as in an auditorium, a department store, or an airplane
overload – an excessive load
to cripple – deprive of strength or efficiency; make useless or worthless
tagline – a phrase or catchword that becomes identified or associated with a person, group, product, etc., through repetition
to soar – rise or aspire to a higher or more exalted level
to single out – select from a group
to narrow down – define clearly; become more focused on an area or activity
pitch – a high-pressure sales talk; a specific plan of action
angle – a viewpoint; standpoint
opening – an opportunity; chance
to flourish – to do or fare well; prosper
Sesame Street – an American educational children's television series for preschoolers and a pioneer of the contemporary educational television standard, combining both education and entertainment
Flooded in the Sea of Information
The two common denominators in all business today are the proliferation of product choices and the challenge to get the consumer's attention in an attention deficit society.
Stroll down any supermarket aisle today in America and the choice of products is overwhelming.
Need some toothpaste? You can choose tartar control, whitening with peroxide, freshening gel, sensitive teeth, baking soda whitener, all day protection, tartar and whitening, cavity prevention and many other combinations.
Starting to feel sick? Try a pain reliever, fever reducer, decongestant, sinus or stuffy nose, day or nighttime, cherry or orange flavor, tablets, capsules or liquid, flu, cough and cold, and countless combinations.
According to Emily Nelson's, April 20, 2001 article "Too Many Choices --- Nine Kinds of Kleenex Tissue, Eggo Waffles in 16 Flavors; Blame Brand Managers" in the Wall Street Journal over 31,000 products were introduced in the year 2000. The average grocery store now stocks over 40,000 products. This product explosion represents an incredible choice selection for consumers and a real dilemma for small business to stand out.
Today the most limited commodity is not information, products, ideas, talent or distribution, but the ability to gain the attention of your customer. With the growth of the Internet, hundreds of television channels, thousands of magazines, not to mention advertising in every shape and form, we are flooded in the sea of information overload.
Thomas H. Davenport and John C. Beck brilliantly explain this phenomenon in the eye-opening book "The Attention Economy". The authors point out how this limited resource can cripple a company. "Those who don't have it want it. Even those who have it want more."
In an over communicated and attention starved society, most businesses miss the point. They believe if they work hard and do a good job, customers will come. Their marketing communications are all the same. A scan of a New York advertising directory for over 246 carpet cleaners produced the following taglines, messages or unique sales propositions:
We Do It All High Quality Carpet Cleaning Choose The Best Job Done Right Experience The Difference No Job Too Big or Small Number 1 in Carpet Care Reliable Service
So what is the answer to the choice and attention dilemma? Well, it is a lesson that has been taught for decades and helped to shape our children's minds, but it is the most forgotten lesson on the small business landscape today. Apply this one lesson to your business and watch your sales soar.
The lesson of "One of these things is not like the others..." taught us at an early age to look for patterns and single out the unusual. The simple lesson for small business today is to be different, stand out and you will be noticed.
In the list of carpet cleaners, which one of these things is not like the others? Exactly... none. How can a consumer with little attention and multiple choices choose from a similar list? The answer is they often don't.
A small business has a great opportunity to differentiate itself among the crowd.
5 Principles of One of These Things is Different Marketing
Survey the Landscape: Compile a list of competitors marketing taglines and key messages. Group similar messages together for a portrait of the competitive offerings. Be sure to include indirect competitors who offer your customers an alternative choice. In our carpet-cleaning sample, it would be the do-it-yourself competition. Brainstorm: Bring together a small group of advisors to brainstorm on alternative market positions. Look for ignored customer needs and simple focused ideas. Research the Target: After you havenarrowed down your choices to a select few market positions, research the target market. Select markets that are distinct, growing and large enough to be profitable. Develop the Tagline: A tagline is your one sentence pitch that briefly describes what your business does and who it's for. Make your message stand out. Solicit Feedback: Talk to actual customers in the market and key industry experts for feedback. Look for the WOW response...as in WOW we need something like that! And run with your new market campaign.
Now back to our carpet cleaners.
Our survey of the landscape reveals the main messages are all about good service, reliability and type of equipment.
Brainstorming possible angles shows us that no one is targeting specific groups of customers. Families with allergies and health concerns appear to be an opening.
A literature search shows allergic diseases affect more than 20% of the U.S. population and over 40% of all children. The target area has over 200,000 families with children, and that is over 40,000 affected families. This of course is a quick analysis. The data will have to be geographical and cleaned to rule out food and drug allergies.
Our tagline could be ...Allergy Free Carpet Cleaning for the Health of Your Family!
A chat with experts and moms of allergic children has a positive response. Many ideas flourish. A free allergy book with every cleaning. A 10-point allergy inspection. A line of non-toxic allergy cleaners. A presence on the local allergy committee.
So the lessons we learnt in childhood even pay off today. Put your business and it's marketing message through the Sesame Streettest and see how you stand out. Remember, lack of attention and unlimited choice does not have to harm your business. Be creative and solve specific needs in the market and you'll reap the profits and rewards.