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OK then...DON'T talk about the bull in the FREAKING china shop!

by Rachel Goodchild
9 replies
I've got a client severely impacted by a few current events.
They have a few choices of how to handle it:

1. pretend it isn't there and act like it ins't going to make a difference
2.send out panicked emials and create even more hysteria
3. come up with a spin that talks about it, but also talks about how they're going tohandle it.

Guess which one I have suggested.
Guess which one they are going for?

One thing worse than not mentioning the bull in the china shop... Doing so, then watching one of your competitors mention it,then so how they are going to beat it.

Have you got a problem in your industry?
I strongtly beleive our customers are NOT stupid.And we cna turn any situation into something that just builds their trust.

Bulls in china shops are not good
Ignoring them?
Even WORSE.
#bull #china #freaking #shop #talk #thendont
  • Profile picture of the author Rachel Goodchild
    Oh and...how does this relate to making money?
    If youcna show you're adapting to a changing market, people are going to trust you. They know you have their best interests at heart.

    How can you show your plan can adapt?
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    • Profile picture of the author Kay King
      I expect he first ignored/denied the problem would affect him - and now is doing #2 (so to speak).

      The majority of people aren't calm in a crisis and often don't think logically.
      They feel a need to do "something" but as they don't know what to do, they often add to the problem with frantic efforts.

      You're right about adapting to a changing market - but if your client is facing serious problems that affect him personally, he's unlikely to be that logical.

      kay
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      • Profile picture of the author Martin Luxton
        Rachel

        I went to a financial planning seminar on Monday about the current "slight downturn" in the global economy.

        Choices phrases which got the audience on his side:

        "I'm not going to BS you. There is a problem . . ."

        "Yes, the market is down. Yes, your investments are down. But are you in this for the long haul or not?"

        "I am going to retire at the end of this year so, like you, this market has really affected my retirement funds. But, do you know what? I'm keeping the shares I have."

        "Yes, there will be some pain before this is resolved, but look at the measures that are now in place."

        Maybe too generic for your problem but this approach won over a big audience of investors.

        Martin
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        • Profile picture of the author Rachel Goodchild
          Originally Posted by Martin Luxton View Post

          Rachel

          I went to a financial planning seminar on Monday about the current "slight downturn" in the global economy.

          Choices phrases which got the audience on his side:

          "I'm not going to BS you. There is a problem . . ."

          "Yes, the market is down. Yes, your investments are down. But are you in this for the long haul or not?"

          "I am going to retire at the end of this year so, like you, this market has really affected my retirement funds. But, do you know what? I'm keeping the shares I have."

          "Yes, there will be some pain before this is resolved, but look at the measures that are now in place."

          Maybe too generic for your problem but this approach won over a big audience of investors.

          Martin
          no this is the sort of thing I have reccommended.
          that we mention it, then the brightside

          NOTmentioning it at all toa whole group of people watching that market very carefully smacks of looking like you aren't watching the market atall- in my opinion
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  • Profile picture of the author GuerrillaIM
    Most Guru's I've studied give two ways of beating a recession.

    1. Ignore it
    2. Use it to your advantage

    I'm ignoring it until it gets brought up and then use it to my advantage. My competitors are all starting to use the econmic crysis to drive sales and almost panic their customers into buying.

    I find that people don't enjoy this as they are purchasing to remove the worry and associate the sale with a negative feeling.

    Instead I try my best to portray a positive outlook and future so they are buying based on a good feeling.

    Fear and pain are great for closing a deal, but happy customers in the feel good zone refund less and make more frequent purchases in my experience.

    I sent out 2 advertising emails recently, one highlighting the pain and showing my product as the only way out, the other as a positive story of the future. The pain email brought in 5 times as many responses yet brought in 50% less profit and generated much more work for that money.
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    • Profile picture of the author Rachel Goodchild
      My suggestion has been this:
      1. Recognise there is a problem
      2. Show how thier product and service will not be effectid becasue...

      Since everyone is tlaking about it, being the only one not talking about it when youare meant to be an expert voice smacks of ignorance, and looks like your head is in the clouds.

      it's not driving people there by fear- it's showing them you can placate it before they drop the ball completely

      Originally Posted by GuerrillaIM View Post

      Most Guru's I've studied give two ways of beating a recession.

      1. Ignore it
      2. Use it to your advantage

      I'm ignoring it until it gets brought up and then use it to my advantage. My competitors are all starting to use the econmic crysis to drive sales and almost panic their customers into buying.

      I find that people don't enjoy this as they are purchasing to remove the worry and associate the sale with a negative feeling.

      Instead I try my best to portray a positive outlook and future so they are buying based on a good feeling.

      Fear and pain are great for closing a deal, but happy customers in the feel good zone refund less and make more frequent purchases in my experience.

      I sent out 2 advertising emails recently, one highlighting the pain and showing my product as the only way out, the other as a positive story of the future. The pain email brought in 5 times as many responses yet brought in 50% less profit and generated much more work for that money.
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      • Profile picture of the author GuerrillaIM
        Originally Posted by Rachel Goodchild View Post

        My suggestion has been this:
        1. Recognise there is a problem
        2. Show how thier product and service will not be effectid becasue...

        Since everyone is tlaking about it, being the only one not talking about it when youare meant to be an expert voice smacks of ignorance, and looks like your head is in the clouds.

        it's not driving people there by fear- it's showing them you can placate it before they drop the ball completely
        The way I have my marketing set up I do not need to mention it. I have solid guarantees that my competitors seem afraid to offer. I present a unique set of benefits, USP and 'best in industry' guarantees. My sales people have all the scripts incase the economic crysis comes up as an objection and I have solid reports that not one of them has had to use it yet.

        This month has been my best salesmonth this year, I honestly have felt no effects of an economic slowdown, if anything I am doing twice as well now. I am not sure if the same can be said for my competitors.

        My marketing messages carry the same message without mentioning it directly, and these are the messages I have been using for years. i.e. "safe guard your future", "protect your job".

        I am however selling to the general public. If I was promoting my consulting services I would of course be showing my customers how they are going to steal market share during this recession. I am speaking here from the point of view of a business owner.
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  • Profile picture of the author Chris Monty
    Originally Posted by Rachel Goodchild View Post

    I've got a client severely impacted by a few current events.
    They have a few choices of how to handle it:

    1. pretend it isn't there and act like it ins't going to make a difference
    2.send out panicked emials and create even more hysteria
    3. come up with a spin that talks about it, but also talks about how they're going tohandle it.

    Guess which one I have suggested.
    Guess which one they are going for?

    One thing worse than not mentioning the bull in the china shop... Doing so, then watching one of your competitors mention it,then so how they are going to beat it.

    Have you got a problem in your industry?
    I strongtly beleive our customers are NOT stupid.And we cna turn any situation into something that just builds their trust.

    Bulls in china shops are not good
    Ignoring them?
    Even WORSE.
    I would guess that most of us have learned that ignoring a problem does not make it go away.

    This recession is going to be hard on everyone. Certainly, though, people will still spend money on things that they "must have". Affiliate marketing and e-commerce in general will be just fine.
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    • Profile picture of the author Rachel Goodchild
      Originally Posted by Chris Monty View Post

      I would guess that most of us have learned that ignoring a problem does not make it go away.

      This recession is going to be hard on everyone. Certainly, though, people will still spend money on things that they "must have". Affiliate marketing and e-commerce in general will be just fine.
      I agree
      this client is in a sector that COULD be impacted- they are an offline business in an economically sensitive niche.

      And are the marketleaders.

      We are about to have a national election in a few weeks time. The current government is really lagging as looking at a fourth term. The opposition stayed quiet on the economy, thinking the current government was too.
      The current government came out with a huge rescue package, looking like they are in control and sorted.
      The polls have shown that was a very good move.
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      Here is a post to give you information on how to, no matter where you are in the world
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