Positioning is what the customer believes about your product’s value, features, and benefits; it is a comparison to the other available alternatives offered by the competition. These beliefs tend to based on customer experiences and evidence, rather than awareness created advertising or promotion.
DetailsTake a quick tour of the new and trendy websites on the internet and you will find the frequent and liberal use of the word “Beta”. In most cases, the word Beta is used almost like a tagline under the company or product name to signify that this offering is new, cool, or different. The purpose is to create a “buzz” or the perception of leadership for an offering.
DetailsPeople often confuse public relations with advertising. PR is the effort that creates publicity for your product, service, or company; this publicity is perceived as not being paid for by the company or individual. PR is communicated by third parties such as newspapers, radio, television, or e-zines. Generally, PR is deemed to be credible and is believed since a third party delivers the message.
DetailsThe entrepreneur who finds a customer segment that has been under served or overlooked can earn extraordinary rewards. Niche marketing requires that you focus on customers who cannot get what they want or need from their existing providers. For various reasons, mainstream firms will often innocently overlook or deliberately pass over customers with special needs; instead, they will choose to market to the larger, more homogeneous customer groups. These under served or overlooked segments can be very fertile ground for the entrepreneur to exploit, since they need a provider who truly understands their requirements.
DetailsCreating publicity with public relations is a lot of hard work but studies show that PR is 8-10 times more believable than advertising. Getting your name in the newspaper or in the trade press helps build credibility and helps build your brand.
DetailsNon-Verbal Communication is mightier than your words; this is especially true in-person. Words are important, but your body language and para-language may transmit a louder message.
DetailsRidiculous offers are made in a negotiation to create concessions or to get a negotiation started, yet they can sometimes stall or end the negotiation with one or more parties walking away angry. This is an aggressive negotiation tactic.
DetailsA major cause of failure of sales people is said to be the fear of rejection. Fear of rejection can disable you from making cold calls, handling objections, closing deals, and from getting up in the morning.
DetailsThe marketing mix or the “4 Ps” were coined by author E. Jerome McCarthy in the 1950s and they are marketing gospel today: product, place, price, and promotion.
DetailsWhen negotiating, it best to wear your “game face”. People look at your face when negotiating to understand how you feel about things; make sure that your face tells the right story.
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