Get Creative to Win More Business

The days of creative being a cherry on the top of a sales or marketing campaign are over. Interruption advertising, the workhorse of twentieth century salesmanship, is on its last legs. If you want people to pay attention, you need to get creative at the DNA level.

Is detail causing a yawning gap with customers?

If you're playing the violin in an orchestra, it's fairly important to know all the right notes. But as a concert goer, these are only of interest if the musicians get them wrong. The audience are looking for the big experience and the overall story. The same is true when discussing your business to customers and prospects.

Is your brand ready for the big time?

For a company that has been successful in one market, it can be frustrating that this success does not immediately translate to a new market. On paper there should be strong demand, but for some reason that does not turn into sales.

How unhappy should you make your customers?

As unhappy as possible of course; absolutely miserable. And scared too. In fact, not buying your products or using your services should terrify them!

Building customer dissatisfaction is the key to driving change in their behavior. The more they are unhappy with their current position, the more likely they will be to listen to your story and start considering your plan to make their lives easier.

The low value of price

It never hurts to have a price advantage, but relying on being the cheapest can be a risky strategy.

Take an importer I know who has let price drive their entire sales plan. It has been a real shock for them to discover that brand values and consumer loyalty are vital for long term key account relationships and not just empty buzz words. When volumes started dropping, and sales minimums were not being met, questions started to be asked. What was going wrong?