SELLING VS. COMPELLING

  • AUTHOR: // CATEGORY: Marketing Brilliance, Mobile Tech

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    A couple of years ago, I stumbled upon Simon Sinek (thanks to Seth Godin) and his EXTREMELY powerful message of starting with “why.”  If you haven’t watched Simon’s short explanation of the golden circle, then STOP reading my blog immediately and go watch it:

    Start With Why

    Good stuff right?  I put this in front of my team and we’ve all embraced this for a professional as well as personal applications.  One team member in particular was so inspired by the message that it changed his thinking as it relates to how we utilize the content we provide in the form of apps and entertainment products.

    Are you Selling your customer?

    When we did a quick inventory of our marketing pieces, we quickly saw that everything was heavily focused on “WHAT” we wanted our customers to do:  Buy this new phone, buy two phones, buy one phone and we’ll give you a second for free, get this tablet, add a family member to your plan, come test drive our network….we’ll give you 30 days!, etc….

    This isn’t a problem internally at Sprint, it’s an industry-wide epidemic.  Carriers all over the US (and even globally) have long relied upon the device, price point, voice minutes, number of text messages, unlimited data, network quality and now network speed (YOU ALL NEED 4G!!!).  All of these are “WHAT” we expect our customers to buy from us.

    Buy this tablet….it’s only $99!

     

     

    You should be Compelling your customer!

    By thinking about that end result you expect (“WHAT”) and backing up a couple of steps to think about “WHY” a customer should be choosing you, it completely re-frames the entire message.

    Buy this tablet…it’s going to change the way you tuck your kids in at night

     

    This takes a lot more work in the up front process (you know…real Marketing) because you have to be clear on your brand strategy, you have to know exactly who you’re targeting and you have to work a little harder to make sure you’re compelling that customer to take action.  For my team, that’s a challenge we’re willing to take on.  Customers have changed the way they use mobile devices…since the launch of the original iPhone (Happy 5th Birthday iPhone), customers have placed a premium on what their phone is capable of, and that just happens to be our specialty.

    Is your company trying to sell a widget to your customers or are you compelling them to take action?

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