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SELLING

In 1900, Mercedes established world demand for cars never to exceed one million (not enough chauffeurs); by 1920 there were 8 million Fords on the road.  (It's all in your head.)

Thomas J. Watson, chairman of the board of IBM, said in 1943, "I think there is a world market for about five computers."

 When Alexander Graham Bell offered Western Union exclusive rights to his "talking machine" for one hundred thousand dollars, Western Union president William Orton turned down the offer with the question, "What use could this company make of an electrical toy?"


 the tell me/sell me


 from The One Minute Salesperson:

 It comes down to caring about your customers.  My purpose: I help people get the feelings they want -- soon.

People hate to be sold but they love to buy.

 People don't buy our services, products, or ideas.  They buy how they imagine using them will make them feel. 


SPIN:  Situtation/Problem/Implication/Need 


Jay's List of Universal Business Hot Buttons

             competitiveness/competitive advantage

            service quality/close to customer

            leadership (not management)

            productivity improvement

            excellence

            participation

            values

            Yankee ingenuity

            gain sharing

            management of accelerating change

            generation gap woes

What's in it for me? How am I going to feel about this?     


from Influence, the new psychology of modern persuasion

by Robert Cialdini

Automatic decision .making processes humans have adopted to simplify our busy lives, how they are used to persuade us to do things, rightly or wrongly, and how to counteract them when appropriate.  These automatic ("click, whirr") responses provide shortcuts through the density of modern life.  The big six are:

reciprocation

             We feel an obligation to make a concession to someone who has made a concession to us.  Krishnas give them a flower before asking for a donation.

 

commitment and consistency

             After placing a bet, race fans are more confident their horse will win.  (An obsessive desire to be consistent with what we've already done.)  ***  Get a small order.  Then they are a customer, not a prospect.  ***  Once a person's self image is altered, all sorts of subtle advantages become available to someone who wants to exploit that new image.  ***   why you like it in 100 words or less....  

 

social proof  

            We determine what is correct by finding out what other people think is correct.  95% of people are imitators and 5% intiators; actions of others are the greatest proof.  *** 23 .minute movie showing social activity to reticent children enough to reverse pattern.  ditto fear of dogs.  

 

liking

             Good looking people . .>halo effect.  Joe Girard sends 150,000 I like you cards each year.  

 

authority

             authority & Stanley Milgram's shocking experiments.  Robt Young selling Sanka.  Big title leads to perception of tallness.  

 

scarcity

              Limited engagement ends soon.  ***  Used car salesman . .all get appointment for the same time.  

 

The "contrast principle" doesn't fit into the six.  "If we are talking to a beautiful woman at a cocktail party are are then joined by an unattractive one, the second woman will strike us as less attractive than she actually is."  Or soak the left hand in cold water, the right in hot.  Plunge them both into a pail of lukewarm water and the left swears it's hot, the right, cold.  Sell the $75 sweater after he buys the $275 suit. 

Two types of advertising: (1) noise and (2) news.

"When a fellow says, 'It ain't the money, but the principle of the thing, it's the money." --Elbert Hubbard

                                                           The Popcorn Report

Trend 1: Cocooning. Growth in paranoia industries like guards...

Trend 2: Fantasy Adventure. videos, mountain bikes, etc.

Trend 3: Small Indulgences.

Trend 4: Personalized products. Make your own perfume.

Trend 5: Cashing out. Live in the country.

Trend 6: Down-Aging. Older is better.

Trend 7: Staying Alive.  Cholesterol.

Trend 8: The Vigilante Consumer.

Trend 9: 99 Lives. Buying time.

Trend 10: Save Our Socieity.


Bad Translations of Product Names...

 from "American Demographics" magazine:

 When Braniff translated a slogan touting its upholstery, "Fly in leather," it came out in Spanish as "Fly naked."

  Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."

  Chicken magnate Frank Perdue's line, "It takes a tough man to make a tender chicken," sounds much more interesting in Spanish: "It takes a sexually stimulated man to make a chicken affectionate."

  When Vicks first introduce its cough drops on the german market, they were chagrined to learn that the german pronunciation of "v" is f . which in german is the gutteral equivalent of "sexual penetration."

  Not to be outdone, Puffs tissues tried later to introduce its product,  only to learn that "Puff" in german is a colloquial term for a whorehouse.   The English weren't too fond of the name either, as it's a highly derogatory term for a non .heterosexual.

  The Chevy Nova never sold well in Spanish speaking countries. "No va" means "it doesn't go" in Spanish.

  When Pepsi started marketing its products in China a few years back, they translated their slogan, "Pepsi Brings You Back to Life" pretty literally. The slogan in Chinese really meant, "Pepsi Brings Your Ancestors Back from the Grave."

  When Coca .Cola first shipped to China, they named the product something that when pronounced sounded like "Coca .Cola."  The only problem was that the characters used meant "Bite the wax tadpole."  They later changed to a set of characters that mean "Happiness in the mouth."

  A hair products company, Clairol, introduced the "Mist Stick", a curling iron, into Germany only to find out that mist is slang for manure. Not too many people had use for the manure stick.

 When Gerber first started selling baby food in africa, they used the same packaging as here in the USA . with the cute baby on the label.  Later they found out that in Africa companies routinely put pictures on the label of what's inside since most people can't read.

  I thought that Esso was the same as Japanese for stalled car or abandoned vehicle. It's been a long time, though . .Exxon sounds almost normal, now.

  There was also a leakproof pen whose Spanish ad translated as "It's a pen,  it's a condom!"

Presenting

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