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CategoriesIncreasing Sales...Without "Selling"
By Ted Frazer, 15.01.10 | Comments
Sales Without "Selling"
As "recession reality" sets in, companies across all business sectors are finding it increasingly difficult to build or maintain their traditional revenue streams. Established market giants such as GM in the US are approaching bankruptcy, with numerous companies locally, and internationally facing the likelihood of a similar fate.
As we know, when companies are forced to reduce costs, 2 obvious areas for cost-cutting are "marketing" and "training". However, if companies are to survive, they need sales...and to generate sales, companies must increase their focus on marketing - not decrease it.
As we know, when companies are forced to reduce costs, 2 obvious areas for cost-cutting are "marketing" and "training". However, if companies are to survive, they need sales...and to generate sales, companies must increase their focus on marketing - not decrease it.
Increase Marketing Focus - Not Necessarily Marketing Spend
Importantly, increasing marketing focus does not necessarily mean increasing spend. In fact, companies can actually increase marketing efforts whilst reducing their marketing spend. Note: "Marketing" does not mean "Advertising".
Example: Procter & Gamble's Gillette brand is currently generating significant awareness with an online video campaign. The video campaign offers men lighthearted "how-to" instructions on shaving. The videos have generated significant awareness online through YouTube and Twitter (over 300 000 views).
This is a good example of a low-cost awareness opportunity designed to get consumers closer to the brand - and to generate sales opportunities (or "buying" opportunities").
"Selling Harder" is Not The Answer ...
To survive the recession, Companies cannot "do the same thing and expect different results". "Selling harder" may seem like a logical response - but is not necessarily the right one. Companies must develop fresh strategies and be more innovative in their approach if they are to generate sales.
"Selling Harder" is Not The Answer ...
To survive the recession, Companies cannot "do the same thing and expect different results". "Selling harder" may seem like a logical response - but is not necessarily the right one. Companies must develop fresh strategies and be more innovative in their approach if they are to generate sales.
Buying...Far Better than Selling 
Much like the Gillette example, companies need to find new and innovative ways to get customers (existing and new) to "buy". With everyone trying to sell harder, customers are becoming increasingly resistant and selective about the services and products they consume - and are becoming less loyal to their service providers.
Much like the Gillette example, companies need to find new and innovative ways to get customers (existing and new) to "buy". With everyone trying to sell harder, customers are becoming increasingly resistant and selective about the services and products they consume - and are becoming less loyal to their service providers.
1) Marketing: Increase Focus Not Spend
Instead of trying to sell harder or smarter, companies should instead be increasing their focus on marketing - this does not necessarily mean increasing spend. Companies must look for ways to create suitable "buying opportunities" and this can only be done through marketing.
2) Innovate and Explore 
Companies need to investigate new and innovative ways to create awareness for their products/services. There is still a role for traditional awareness channels, but significant opportunities are to be found through exploring innovative or previously untested channels
3) Value Is Paramount
As customers become increasingly selective in terms of what they "buy", it is imperative to look for ways to add value to your current product/service offering, to continually find fresh ways to increase value to customers
Companies need to investigate new and innovative ways to create awareness for their products/services. There is still a role for traditional awareness channels, but significant opportunities are to be found through exploring innovative or previously untested channels
3) Value Is Paramount
As customers become increasingly selective in terms of what they "buy", it is imperative to look for ways to add value to your current product/service offering, to continually find fresh ways to increase value to customers
In Conclusion... 
In times of recession, now more than ever, companies must shift their focus from "selling" to "buying".
Companies need to: Create "Buying Opportunities" as opposed to "Sales Opportunities"...should look to increasing "Buying Ratios" as opposed to "Sales Ratios"...and should focus on adding long-term value as opposed to "Closing Sales".
About The Author:
Ted Frazer runs a Branding and Marketing Consultancy. Visit http://tva.yolasite.com and download a Free e-Book "The 6 Part Practical Marketing MBA" that offer 6 practical marketing strategies to improve business performance and grow customers
More info: The Virtual Agency