Marketing is a familiar term to each one of us. Some of you might even be working in the field of marketing. Those in this field exactly know, it takes real iron balls to choose this as a career option. But what if I tell you, that you should have studied psychology before getting a marketing degree. Still confused? Ok, tell me?
Have you ever heard of the term ‘chaos’?
‘CHAOS’- A TYPICAL STATE OF EXTREME CONFUSION AND DISORDER THAT EXISTS IRRESPECTIVE OF ITS CAUSE.
You know what, this ‘chaos’ also has a sibling, ‘order’. Both are bonded together by the same life force, yeah like Hollywood movies. The interesting thing is that, WHAT ‘CHAOS’ MESSES WITH, IS ‘ORDER’ & WHAT ‘ORDER’ KEEPS IN CHECK IS ‘CHAOS’.
WHAT IN THE WORLD CHAOS HAS TO DO WITH MARKETING?
Only if you try to understand this, it’s of utmost importance to a marketing person. Remember the line I said in the paragraph above, about ‘order’ keeping a check on ‘chaos’? That’s your clue man!
Every prospect or lead out there is at peace. They’re happy or at least have adjusted to their livings and sufferings. There’s a man out there, who has been walking to his work 8 miles each morning and then a return journey of 8 miles, every evening for about 15years. He is now adapted to the pain occurred in walking the distances. You cannot sell him a car so easily. If he really felt the need, he wouldn’t have waited for this many years.
A single mother who’s been working extra shifts and has to plan her each spending, just to get her child graduated. You cannot easily convince her to give her son a latest Mac on his birthday.
You cannot sell a world-tour offer to a person who is still dreaming to have his first house or car. People have their priorities clear in mind. No one would choose a Lamborghini over food, if he’s been hungry over past two days.
In short, you just can’t make your presence felt in people’s lives, just because you want to. You have to earn it. One way to do so is to do it in the traditional way. You go on with advertising, cold-callings, setting up boring campaigns, etc. And hope one day the customer gives you a reply you wished for.
The other way is to create a spark in the prospects heart. Guessing how to do it?
The answer is: instead of telling him about your product, first try to get to his nerve. Once you know your prospects weakness, again, don’t jump on to selling your product or service. Selling your product or service is the last thing you have to do in an interaction.
Now bring in your brilliant communication skills and make your prospect feel ‘vulnerable’. Yes you heard me right! This may not seem too ethical to some but believe me, you’re here to showcase your product and eventually generate revenue not for giving a lecture on ethics and values. And that is what you’ll be doing.
As soon as your customer starts to feel the void in his/her life, this is the moment where you’ve to bring in the solution, which is your product or service. The ultimate tool to fill the void should be your offering.
Finally you will make a sale or not totally depends upon how large the void you’ve been able to create. Believe me, at times you won’t even have to make an offer, because the prospect will himself come to you.
This void you create is nothing but the ‘chaos’. You simply take your prospect out of his ordered life and create the ‘chaos’. Sounds EVIL? Well it is!.....Somewhat!
The thing is, in the field of marketing or more precisely sales, the ultimate goal is to do sale and generate revenue. So, in marketing & sales you can’t play the saint if you have to achieve success. Also you can take this as; your prospect already has a deficiency of something in his life for which he’s looking for an easy solution. He’s not a saint either. He’ll never leave the opportunity to get the things he wished for, if he got a chance. He chose his comfort over getting up and working hard to get his wishes fulfilled. It’s his attitude towards his life, due to which he’s sitting right in front of you, listening to your offer, getting his pockets light.
Eventually it seems that you cannot make everyone happy with your goodness in this era....
MR.CHAOS has really taken over our lives.
Thank you!
