The Sales Formula

In an online article at www.marketingweek.co.uk entitled ‘Young marketers need to focus on basics to succeed’ there was an interesting quote from Claire Harrison-Church, former Sainsbury’s director of brand communication.

“It’s important that marketers are externally focused. So many people in the business get swamped about running the business in which they are involved that they can miss that the consumer has moved on and is busy doing something else”

Let’s talk about brochures.

Whenever I carry out a competitive analysis project for a client I am surprised that the client asks me to concentrate on service offerings, functionality and pricing (all important) but rarely mentions the customer experience during the sales cycle. But the customer experience can be the one thing that tips the scales in the buying decision and that is why the ‘Mystery Shopping’ angle of looking at your competitors and your own company is so important.

An interview with Carey Smith from Growing Business Videos who specialize in producing sales and marketing videos for clients of all sizes and across industry sectors designed to help increase sales.

Before we talk about the medium of video why do you think it is important to use customers as a sales and marketing tool?

When I was selling a software solution some time back I had a customer who used to turn up at our stand at exhibitions and other events on a regular basis and start giving demos to prospects.