When selling, remember: If you don’t admit the downside, they won’t believe the upside. — Roy Williams Lively discussion in progress on AdRants (see the comments) regarding Ford’s new ad campaign, “Drive One”. I admit to a rooting interest here, since I have two Ford dealers as clients. The author of the post is hard […]
One of the most common — and frustrating — conversations that advertising/marketing professionals have with their clients is the one where the client just wants to advertise when they have a special event, or at “peak” times of the year. The jeweler who only advertises at Valentine’s Day, Mother’s Day and Christmas The car dealer […]
It’s a reflex in many sales situations — when you’re competing with others who offer a similar product or service, the first impulse is to cut your price. What if, instead of reducing your price, you made sure you were the most expensive option in the category? Columnist Harold Meyerson recently discussed the concept of positional […]
These come courtesy of Roy Williams’ Monday Morning Memo, this week entitled “Blind Spots”. Just two points to consider — read the whole thing here. 2. reputation. Consider the people who don’t buy from you. Are they buying elsewhere because they haven’t heard about your company, or is it because they have? I’ve never met […]
This week’s Portland Business Journal has a feature (subscription required to access the link) on Tom Rennie, who owns a chain of auto detailing shops called Autobella. Rennie’s come up with a very inexpensive way to grab market share as his industry shakes out: Every week, Rennie pores over the Internet, calling detailing businesses he […]