The New Selling in a Digital and Content Driven World
August 13, 2009 By Stella at YoStella.com - Your Digital Online Content Here.
At Stella Pop, we've been in the world of marketing for over 20 years and things have changed for the better over that time period.
How did it get better?
Gone are the days of push and shoving, endless and overly aggressive follow-up, it's a softer and gentler messaging that seems to connect with clients and client prospects. Let me show you how and give you examples that we implemented at Stella Pop during the rebranding process, these methods apply to any organization, it just requires a little creativity.
First you need too:
1. Develop a genuine story line. Something interesting and creative that sparks the listeners imagination.
2. And create the tools so you can tell your story in a way that leads to question asking not idle listening and no participation.
3. Now go out and develop the "props," you know the tools that will help you tell your story and craft an effective message which starts by communicating market data not product data.
Here's what we did at Stella Pop, we created a fictitious brand of soda. You know - Stella Pop. Complete with drinkable fountain soda with all the complete brand trimmings: custom bottle labels, six pack holders, coaster, small sample cups - the works. When we start a conversation it's all about the soda and the story behind creating the soda, so lots of question come flying in from every direction and we can gently tell our creative services story, without any of the pushy selling that took place in the last century. Our brand story was developed to illustrate our market data, creative abilities and a commitment to product and client excellence. We have one priority, help our client's succeed.
Now let's take a look at the old and the new way of selling with two great online articles that will perfectly illustrate the points for us.
1. Selling Services: A Brave New World Published: September 14, 2005 in Knowledge@W.P. Carey appearing at Knowledge W.P. Carey.
"It is difficult today to compete on goods -- product margins are slim, and the competitive landscape is so difficult. Many companies are adding services to the mix of their offerings, and finding it a profitable growth strategy in many cases," says Mary Jo Bitner, professor of marketing and academic director in the Center for Services Leadership at the W. P. Carey School of Business.
IBM, for example, used this goods-to-services strategy to shift from a manufacturing mindset and become a cutting-edge services and solutions provider, spawning the "on-demand world" in the process. PetsMart, which boosted its industry dominance by adding grooming, training, and dog-sitting services to its mix of Puppy Chow and kitty litter, is another success story, says Bitner.
You can plainly see this article was published back in 2005 and world has now become much more oriented on digital communication and the content marketing world, because companies and consumers are now plainly focused on gathering information then are willing to meet for more detailed informational presentations and the development of a business relationship.
2. G.M. to Cut the Ribbon for Its Store on eBay, General Motors is starting its eBay venture in California, with plans to expand nationally. By NICK BUNKLEY Published: August 10, 2009 in The New York Times.
General Motors will begin selling new cars and trucks on the auction Web site eBay in an attempt to regain some of its lost market share in the United States.
The program is one way for consumers to receive discounts on cars without dealing with the haggling often associated with buying cars through dealerships. The partnership with eBay is also a crucial part of G.M.’s effort to return to profitability after five years of heavy losses and to remain the new-vehicle sales leader in the United States.
This is new world selling, it's online and without the hassles of dealing with the dealership and their wonderful sales staff. GM is struggling but I commend them on this online selling strategy. It just might work and begin the process of healing their broken brand. The healing with also take place if the new product, the Chevy Volt lives up to it's product potential. We'll see, it sure will be fun to watch!
Try it with your products or services or let Stella Pop create a compelling story that connects with your core audience.
See ya, Stella. www.stellaspopfactory.com
