An aha! moment re: what I call the "Santa Syndrome"...
first, what is "Santa Syndrome?" It is small biz owners who, when approached with ideas that will produce more customers, respond with... "HO! HO! HO! I don't need more customers -- I'm all set!"
It has always bothered me -- WHY OH WHY do small biz owners respond like that?
Yes, there are some biz owners who truly do not WANT more customers -- they have NO interest in expanding. They're happy just as they are.
Then, of course, there are some biz owners who respond like that just as a way to GET RID OF salespeople (like us).
But here's another angle that I just now realized!!...
Let's break it down...
You know marketing is everything -- I know marketing is everything. But the average person (consumer) thinks marketing is all a bunch of worthless HOOEY! They think (INcorrectly) the following...
If something is good, it will sell -- and if it's not good, it will not sell (marketing makes no difference).
On the other hand WE know that there are PLENTY of terrible things that sell tremendously well -- and PLENTY of wonderful things that do not sell at all (marketing makes ALL the difference!)
But from that other point of view (the consumer type point of view) -- If it's true that if something is good, it will sell -- and if it's not good, it will not sell (marketing makes no difference), then ADMITTING THEY NEED/WANT more customers MUST MEAN THE PRODUCT OR SERVICE THEY ARE SELLING MUST BE NO GOOD!
Aha!
Maybe in some cases THAT explains the "Santa Syndrome!"
We must find a way to show them needing/wanting more customers is NOT a reflection of how good or bad their product/service is -- it is just a reflection of how good or bad their ***MARKETING*** is!!!
BIG DIFFERENCE!
Aha!
Cheers.
-- TW
It has always bothered me -- WHY OH WHY do small biz owners respond like that?
Yes, there are some biz owners who truly do not WANT more customers -- they have NO interest in expanding. They're happy just as they are.
Then, of course, there are some biz owners who respond like that just as a way to GET RID OF salespeople (like us).
But here's another angle that I just now realized!!...
Let's break it down...
You know marketing is everything -- I know marketing is everything. But the average person (consumer) thinks marketing is all a bunch of worthless HOOEY! They think (INcorrectly) the following...
If something is good, it will sell -- and if it's not good, it will not sell (marketing makes no difference).
On the other hand WE know that there are PLENTY of terrible things that sell tremendously well -- and PLENTY of wonderful things that do not sell at all (marketing makes ALL the difference!)
But from that other point of view (the consumer type point of view) -- If it's true that if something is good, it will sell -- and if it's not good, it will not sell (marketing makes no difference), then ADMITTING THEY NEED/WANT more customers MUST MEAN THE PRODUCT OR SERVICE THEY ARE SELLING MUST BE NO GOOD!
Aha!
Maybe in some cases THAT explains the "Santa Syndrome!"
We must find a way to show them needing/wanting more customers is NOT a reflection of how good or bad their product/service is -- it is just a reflection of how good or bad their ***MARKETING*** is!!!
BIG DIFFERENCE!
Aha!
Cheers.
-- TW