We Sell Dreams, Not Things…
In my opinion, the hallmark of superior, highly effective personal or corporate brand building is composed of 5 pillars: relevancy, creativity, exposure, frequency and speed that congener as one to achieve emotional capital, competitive gain: ROI selling capital. Tired, peaceful, ineffective legacy sales and marketing engagements continue to pulse these 5 pillars separately and ineffectively thru solitary medium separation i.e. advertising on TV, on radio, on the internet, etc. hoping (hope is not a sales or marketing strategy) to gain brand momentum, product influence and sales. Or a sales person forgetting the importance of effective creativity or relevancy to congress and magnet their sales presentation in a conference room, in a retail aisle.
Think and develop your own revenue generating sales and marketing web as a perfect 5 sided polygon, known as a pentagon designed, articulated and navigated as one potent force, one mammoth, complete consumer benefit in the language of “won.” Think of sales and marketing leadership (again, personal or corporate) as a figurate multi-modal pentagon platform tuned in perfect congress with the refulgent power of creativity, relevancy, frequency, exposure and speed.
Okay, a bit heavy, but really very simple… please stick with me a couple of more minutes…
The core essence of brand building, product selling are pentagon patterns of expressed value in the language of effective articulation, navigation and results (ROI). Does not matter where this brand, product and or service voice occurs. Whether in retail brick at the last 3 feet of the aisle thru human capital, or in the cloud thru e-commerce, blog, email thru digital capital…thru content creation in video, thought leadership, demonstration investments… thru primary/secondary advertising within the old tired and consumer beleaguered push expenditures.
In essence, brand and product effectiveness in the language of profitable growth breaths, lives and fuels opportunity when acting and performing as a well-oiled, well-developed, well-articulated pentagon presentation… at any point of consumer interest-intersection. Our goal thru polygon sales and marketing is boomerang consumer pull with larger sales baskets… not consumer forcible push, ineffective in our new instant gratification economy where consumers want it now, want it their way, not our pushy way.
Want common sense proof of this hypothesis? The reason e-commerce effectively out muscles (based upon YOY growth) retail brick is because of cloud based pentagon-selling and marketing. Consumers are drawn and or articulated to a site. They immediately experience instant gratification thru perfect eye, ear, senses harmony… thru assiduous 5 point selling and marketing. Nothing special here, just smarter pentagon-selling in the cloud.
- Relevancy – product details, comparisons, pricing, rewards in perfect aisles.
- Creativity – product photos, videos, feature call-outs.
- Exposure – consumer product reviews with highly potent juxtapose ratings.
- Frequency – instant consumer follow up pre and post thru their cloud journey.
- Speed – next day, two day perfect deliveries and returns.
Okay, call me the master of the obvious regarding our cloud e-commerce experiences. If we have solidarity regarding effective cloud based 5-point multi-modal selling and marketing in the cloud and it is clearly causing massive and seemingly unyielding closure-pain and employee harm in retail brick and retailers have created their own marketing short-cut handle for multi-channel selling titled “Omni-channel” then why-oh-why do not brick retailers deliver pentagon based selling and marketing on their selling floors. If it works in the cloud thru digital machines it would most effectively work-horse deliver with living human machines at the last 3 feet of the brick floor. Pentagon, 5 point selling and marketing unleashes capacity in the language of profitable sales results.
Simply stated, brick selling for consumers must be relevant, creative, exposed, frequently engaging to ensure boomerang traffic with celerity to deliver consumer dreams in the language of products, services and deliverables the same day, the next day…in two days. This is not rocket science for your personal brand, for your corporate brand for your Omni-channel retail brand.
Be relevant, be creative thru smart exposure, frequency and speed. We sell dreams to consumers not things. We service their imagination: we do not sell the cold steel of a television, dish washer or service contract. The formula for effective brand building, for results oriented selling is pentagon-selling and marketing as one force. The simple formula which congener the 5 key touch points of pentagon sales and marketing is to service imagination thru relevancy, creativity, exposure, frequency and speed. Leave one of the 5 out of your presentation process anywhere in the sales and marketing cycle and you beleaguer opportunity.
Nuff said… pentagon sales and marketing to fuel your brand prowess and market effectiveness at any touch point thru the sales and marketing process is job one… if you want to be recognized and heralded as a profitable, demanded retailer, brand, product and or service that has the competitive fuel to be won.