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Posts Tagged ‘Sales’

to make it as easy and pleasant for the folks.

KRBlog A T and T Transaction

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Tom Fisfburne, a career marketer, a coach and a consultant has a lot of interesting things to say on his subject. Excerpted from his blog post here.

hate-selling

Rafat Ali of Skift described how travel brands market to customers as “hate-selling”:

“Delta’s lowest fare seats comes with tons of restrictions, and its ecommerce team thought it would be a great idea to hate-sell it,  implying: “Here’s is what you don’t get, you cheap shit!” Passive-aggressive selling at its best. Or worst.”

hate-selling-2
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The post attracted an interesting comment from a reader seeing nothing wrong though…:

Steve Willson says

I’m actually pleased to see that Delta is explicitly laying out what you DON’T get if you book their lowest price fares. We so often see news reports and travel site posts after the fact with folks complaining that they didn’t know that they might not get seated with their companion, or that they didn’t get a meal. Those of us who travel a lot understand the lunacy of “modern” air travel, but those who are infrequent travellers may still be stuck in the romantic era. So maybe we just need to frame the conversation a bit differently…

“At Delta we look forward to having you onboard, but here are a few reminders before you complete your ticket purchase…”

Maybe I’m jaded, but I go for transparency whenever possible:)

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Watch out, rules are changing! Read till the end.

whatever-haappened-to-selling-we-knew-about

 

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A tip from Seth Godin:

It’s almost impossible to sell the future

If you’re trying to persuade someone to make an investment, buy some insurance or support a new plan, please consider that human beings are terrible at buying these things.

What we’re good at is ‘now.’

Right now.

When we buy a stake in the future, what we’re actually buying is how it makes us feel today.

We move up all the imagined benefits and costs of something in the future and experience them now. That’s why it’s hard to stick to a diet (because celery tastes bad today, and we can’t easily experience feeling healthy in ten years). That’s why we make such dumb financial decisions (because it’s so tempting to believe magical stories about tomorrow).

If you want people to be smarter or more active or more generous about their future, you’ll need to figure out how to make the transaction about how it feels right now.

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“…

This is a true story. Some years ago a client engaged a consultant to help with a small postal mailing to the purchasing departments of blue chip corporations. The consultant sourced the list (which was provided on MS Excel) and drafted the letter. Thereafter the client was keen to take control of the project, i.e. to run the mail-merge and the fulfillment (basically printing, envelope-stuffing and mailing).

The consultant discovered some weeks later that a junior member of the client’s marketing department had sorted the list (changed the order of the listed organizations in the spreadsheet), but had sorted the company name column only, instead of all columns, with the result that every letter (about 500) was addressed and sent to a blue chip corporation at another entirely different corporation’s address.

Interestingly the mailing produced a particularly high response, which when investigated seemed to stem from the fact that an unusually high percentage of letters were opened and read, due apparently to the irresistible temptation of reading another corporation’s mail

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Source: businessballs.com/

 

 

 

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In a stationery store a customer spent a half-hour searching for the right anniversary greeting.

Noticing the man lingering over one card after another, the clerk went to see if she could help.

“Is there a problem?” she asked.

Exaggerated-Apartment-Customer-Service apartmenthacker com

“Yes, there is,” he replied ruefully. “I can’t find one my wife will believe.”

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Source: raykiwsp.wordpress.com and image from  aprtmenthacker.com

 

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Business needs more than bare facts to sell these days’, the consultant advised.

So here’s his maiden effort, trying it out on an office colleague:

My interest in your problem.jpg

 

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Source: funnygifs123.wordpress.com

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