Uphill Struggle or Downhill Slalom?

We can all climb a mountain if we put our minds to it (and backs into it) BUT sometimes, surely, it makes sense to take the cable car? I mean it’s there… would seem silly not to use it. And sometimes in business (and life!) even though there’s a cable car up our mountain, we either don’t see it OR choose not to use it. Are we mad?

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The Story of 3 Sunbeds

What the price of sunbeds on one beach can teach you about price, positioning, and premiums.

Never make assumptions about what people will and won’t pay for your Thing (or sunbed), as you just might find people at all different places along the beach with different budgets…

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How many times does it take?

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Marketing (folk?)law says you need to ‘touch’ a prospect 7 times before they will respond. By ‘touch’ here be clear that I mean a message touch-point—so an email, Facebook post, a video, a talk, a letter, etc. There are exceptions to every rule as sometimes you can get a response the very first time someone sees you—I know I’ve had this happen when I’ve spoken at an event or met someone at networking. It’s more likely the ‘one touch’ conversions happens in person but it’s not always the case.

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The 3 Stages of Selling

For me there are 3 stages to ‘selling’. Now, don’t think I am about to launch into a “How to close in 3 easy steps” guide here–so not my Thing when it comes to sales. What I am talking about instead is the 3 stages people (by people, I mean ‘prospects’ if we’re doing sales speak) go through when they are buying.

Or, at least, this is how I see it…

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Are you selling a cake or a recipe?

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Here’s what I see a lot… people marketing recipes: the ingredients for a cake – the step by step pieces you need.

But what a cake lover is more interested in is the finished article – what a cake lover buys is a CAKE! I get a lot more excited looking at a slice of carrot cake than I do a bag of flour, eggs, sugar, some carrots, a wooden spoon… and yet this is what I see a lot of people are ‘selling’ – the ingredients.

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2 steps forward and 1 step back

Are you dancing?

Taking 2 steps forward and 1 step back in a cha-cha style? If dancing’s your Thing then that’s allowed :) but if your Thing is anything else, it’s not!

1 step followed by another step is what it takes to keep moving into your spotlight.

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