Interpersonal Business

A good gut in marketing is crucial, and often hard to find. The difference between a “good gut” and “by the seat of the pants” is in product development. “Gut” is involved with the market, and aligns him or herself with others “in the know.” “Pants” relies on good fortune with a hit-and-miss approach. We must constantly re-invent ourselves in marketing. It always has, always will, come down to creativity, design and innovation.

New products should create a “bigger than life” presentation, focusing on perceived value, and catching the eye of your intended customer. The five “P’s” include: Perception, exceed your customers desires. Presentation, is your product clearly superior? Promotion, have a “Cadillac Product” that will raise the perceived value of your other products. Performance, execution is critical to the total package.

What is a key account? What are their “special needs?” Why should they be managed differently from the traditional customer? Use to success stories from other accounts to overcome objectives. Prepare for key account appointments by learning about their operation. Have both a formal and an informal presentation planned. Be prepared to be flexible. Understand the needs of the buyer; get into their head.

Natural ability and previous experience should not be expected to replace solid training. Training should focus on developing relationships, establishing priorities, and organization. Avoid conclusions in your first ninety days; it’s a trap. Look for truth beyond the surface in what may seem to be “facts.” Accept there will be problems nd the challenge ahead. New business is the lifeline for all sales people. Time management is your single greatest challenge. Patience breeds confidence. Managers have a responsibility to create an environment for success.