Life isn't simple, Sales management neither. It's more likely that it will fall into the complex or even chaotic realms, in the current uncertain context prevailing globally.
There are some challenges in Marketing - precursor of the sales management process, that might temporary paralyze our discernment and decisions.
Here are three examples related to positioning your product or service:
· As a scarce resource... but how scarce?
· Traditional versus innovative?
· Customer personal pleasure versus Social Competition
In this blog post, I'll develop on three tips for overcoming those challenges.
· Expand your boundaries. Include additions that can help you alleviate the tensions
· Play on the Teeter Totter, but carefully. You might slightly favor one attribute over the other, but not for so long and not that much.
· Both/And rather than Versus. The idea here is to integrate the attributes in a harmonized way.
I'll pick each challenge sample and develop on how to apply one of the three tips.
When you like to position your product or service with a luxury attribute such as scarcity, but you also would like to somehow scale your business. How could you meet both goals?
Expanding your boundaries, applied to this case, can mean adding other targeted geographical locations, different from the current ones, while maintaining scarcity in each one of them. Isn't this an elegant solution?
BALANCING TRADITION WITH INNOVATION
In this case, you have to think which attributes will be integrated in the same value proposition. In the market of luxury, Tradition is reassured by sustaining perfect tangibility over decades, sometimes centuries, taking care of all those minute details that add to precision, perfection and efficiency. Innovation is reassured by energizing seductive intangibility of your value offer, which could be driven by conquering the younger generations, by generating surprise, and by creating an irresistible desire to buy the product.
PERSONAL VERSUS SOCIAL
How to reconcile delivering a value offer that at the same time delights the customer, providing the most pleasing experience she could live in her life, with the value offer that promises the customer will make their friends and acquaintances envious for possessing that product or by using that service?
That isn't so easy to integrate in a single value offer, so this might not be the case for applying the Both/And tip. Applying the teeter totter tip would be more appropriate for alleviating this dilemma. How to do that?
Develop a separate marketing communication (Marcom) strategy for each value offer. Start implementing one of them, let's say that which is related to personal pleasure. This will positively affect the customer base, making them feel pleased and proud. But this cannot be applied forever, because the other Marcom strategy should be applied as well. So, think of each Marcom strategy sitting on one side of a teeter totter, and apply each of them with such an intensity and frequency, that provides maximum impact to the first goal, while at the same time not resenting the other one. You should experiment with different intensities and frequencies until the feedback you get from customers and from the market satisfy your expectations.
Complexity and uncertainty rule the current context. There are frameworks and approaches that you can make use of, that can help you overcome most, if not all your commercial dilemmas. You may even extend the reach of the tips to other upstream and downstream dilemmas in your sales management process. In this short blog post, I've introduced three possible and ubiquitous dilemmas, together with three tips that you may start using tomorrow morning.
I invite you to engage in an exploratory conversation, so you can share what your dilemmas are, and how we could help you.