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Case Study: Market your Product or Services by getting the Decision Makers Together
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Posted On :
Apr-29-2010
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Article Word Count :
473
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Salespeople normally have to speak with the key decision makers in large businesses separately with the hope that when they do eventually get together they will mutually agree to go ahead and buy. Clever marketing can speed that process up, as told in this article.
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In a lot of companies, in particular larger ones, there may not be one single decision maker. Even the very top boss may need to consult other people within a management team. For this reason Salespeople more often than not try to get all the decision makers together when making their pitch.
However in practise this is not always possible. Senior people are extremely busy and the chances are they are not going to go out of their way just to be sold to.
Salespeople therefore have to speak with the key decision makers separately with the hope that when they do eventually get together they will mutually agree to go ahead and buy.
When the first extra long-life low energy light bulbs first appeared they were about ten times more expensive then the price of a standard tungsten-filament bulb. Regardless of the fact that they only used one-fifth of the energy of the traditional bulb, this was not enough on its own to make them cost effective. But because they lasted up to fifty times longer, this was a massive advantage. The problem for Salespeople was it was initially very difficult to get this across.
The UK’s largest light bulb manufacturer logically recognised that the new bulbs would benefit businesses a lot more than consumers. They reasoned that this is not due to the energy savings; it was down to the savings made when replacing light bulbs.
Having to pay someone to replace light bulbs in an office environment is expensive, but nothing like as costly as having to change them in a factory or warehouse, where it is extremely common to find the bulbs thirty foot up in the air.
Initially the Salespeople struggled to market the new long-life light bulbs. They found that it was common that the maintenance managers were given a maximum per-bulb price by their finance directors, which was far too low to cover the cost of the new bulbs. But the finance directors declined to talk to the Salespeople.
Clever marketing overcome this and managed to bring the maintenance managers and the finance directors together. The Salespeople mailed a small cash box to the finance director, along with a letter which stated that inside the box there was information as to how the company could be saved fifty thousand pounds a year. The letter went on to say that the maintenance manager had the key. Keys were then mailed to the maintenance managers along with a similar letter.
Out of curiosity one of the managers contacted the other. Opening the box provided them with a calculation on the cost savings they could make, if they agreed between them to switch to long-life low-energy bulbs.
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Article Source :
http://www.articleseen.com/Article_Case Study: Market your Product or Services by getting the Decision Makers Together_17495.aspx
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Author Resource :
The author of this article is an urban art and a graffiti art promoter.
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Keywords :
light bulbs, marketing tips, business marketing, lighting,
Category :
Business
:
Marketing
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