Sales and Marketing Buzz:
The Latest Trends



Sales and marketing was invented with the advent of civilization and like every branch of knowledge it consists of timeless principles and current trends. In this section I want to bring together thoughts and research about the latest fads affecting the world we live in and the business world, from social media marketing to Internet viral marketing to long tail marketing catering to the endless and diverse tastes of today's super niched and super selective consumers.

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Since the 1960s and the arrival of the mass media that shapes the global consciousness of our generation we have been caught up in massive change on a scale unrivaled in the history of the world. We talk about paradigm shifts as new collective realizations in our understanding of things but nowadays it seems like each and every day brings about new things that previously did not exist! Everything is changing and evolving and so too is sales and marketing.

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Get help with sales and marketing or share your expertise and experiences!

GO TO:
Social Media Marketing Fundamentals
Social Media Marketing Principles
Social Media Marketing Tips
Top Social Media Marketing Brands
Social Media Marketing Strategies
What is Internet Viral Marketing?
Applying Internet Viral Marketing Principles
Internet Viral Marketing Tips
Internet Viral Marketing Successes
Internet Viral Marketing Flops
Sales and Marketing for "You"
Sales and MKTG Values
Sales, Marketing & Strategy Consultant




Sales and Marketing Timeless Principles

What are those things that are the same in business today as when primitive man first began to trade through the barter of goods and services? As long as we stay grounded in these principles, they provide the mainstay on which we can build with our new understanding about our changing world.

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Business is About People

The better you are at connecting with people, the more sales and marketing success you will have. Regardless of how good a product or service you create, you can only be successful in business if you also create customers. There are too many examples to enumerate of a bigger, "better" company being beaten out by a smaller competitor because the former focused on themselves and the latter focused on the people they were selling and marketing to. Notwithstanding all of the changes that have taken place in business and technology over the last few decades, the final word will always be your customer.


Creating Value is the Goal

As I have said on many occasions, business is not about selling a product or a service but about how best to serve your customer. That is why some of the most successful companies over the last 100 years have gone from making meat choppers to mainframe computers like IBM did or making electric rice cookers to being a consumer electronics giant like Sony. These companies realized that their success lay in responding to the market which means understanding and providing exactly what your customers want. When you do that then you create value and it is only then, by helping your customers and solving their problems, that you can and will succeed in business.


Sales and Marketing is About Value

Just as business is about value, so it sales and marketing. Understanding that your customer comes first means that you focus on what they want and how to serve them. This is what you communicate to the market and no how good you are or the fact that you have invented all kinds of novel innovations. A new and better way of doing something will not sell unless it also provides new and improved benefits to your customer. You must keep your eye on those benefits which are the end product and this is how you engage your customers' interest. Talk about their problems and how you solve them and improve their lives.


Sales and Marketing Current Trends

The basics of doing business and of sales and marketing remain the same but what are those dominant themes that define our modern world which we must now incorporate into our success strategies? Here are the some of the major factors shaping the world today and how they relate to you.

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The Information Age

The Information Revolution was preceded by the Industrial Revolution which in turn followed the Agricultural Revolution. During the Agricultural Age land was the primary resource followed by capital during the Industrial Age. With the Information Age the primary resource that we trade in is, of course, information. What this means is that influence and power are no longer limited to those with capital resources but are now within the domain of anyone. Sales and marketing must therefore be intelligent and not take for granted the fact that people today know more and demand more.


(i) People are Informed

Up until perhaps the 1950s the role of sales and marketing was to make pronouncements that people generally believed. That is to say, it was enough that you were an established company or source of authority for people to buy into your message. Today this is not the case and everything people hear, read and see is assimilated through a myriad of social, cultural and individual filters. What this means is that your message must be precise and that you must speak to exactly what is on your customer's mind which is your customer! Fancy sales and marketing techniques have been supplanted by a focus on quality, service and creating value for customers.


(ii) People are Connected




The Internet and the rise of mass media means that information now travels in real time and changes on one side of the global can instantly affect people on the other. In sales and marketing this fact plays out through phenomena like social media marketing and Internet viral marketing. Both of these work on the age-old principle of word of mouth promotion which has now grown exponentially because of the power of the 24/7 web. You now have to be more careful then ever about perpetuating the right brand, injecting your marketing personality into your business and being remarkable.


(iii) Choice is Infinite

Are you obsolete? Today, even the biggest companies in the world no longer have a position of dominance whereby they are irreplaceable. The recent global financial crisis and the fall of gigantic corporations in every industry have shown this fact to be true. It is no longer the case that the 800 pound gorilla rules the market and others must follow meekly. Following from the fact that people are connected and informed and that there are now millions of product and service in every possible category imaginable we must now take customer choice as being infinite. Customers have an infinite number of alternatives to you and your only hope of competing is by knowing and serving customers better in order to create loyalty through relationships.


The Rise of the Individual


"Knowledge is power" is true of the Information Age which has empowered individuals. Today, anyone with a computer can do anything from starting a business to starting a revolution! Information gives rise to knowledge which in turn allows for the creation of value in today's society. Global self-awareness and the ability to generate profit through information has enabled individuals to rise above bureaucratic limitations and a relatively limited access to resources. It is no longer necessary to belong to a state, religious or corporate organization in order to affect massive change and these institutions can no longer control individuals as before.

The rise of individualism is key behind the need to focus on customers in business today and the reason I call my methodology Sales and Marketing for “You”. You can no longer expect to sell a product or service by talking about how good it is. Rather, you must talk about what it does for your customer and then link this to their values and lifestyle. Know your customer and put as much value on your interactions with them and their overall experience as selling.


The Fall of the Organization

The Industrial Revolution gave rise to big industry and the dominance of corporations following from the feudal organizations of the past. The twentieth century brought with is the 9-to-5 work week as the predominant way of life for the majority of people on the planet. Industry is required to harness the earth's natural resources which made it necessary for people to go to work first in mines, mills and factories and then offices. However, the Information Age brings with it the decentralization and breaking up of large multi-national corporations and the emergence of smaller and smaller organizations – and ultimately groups of individuals – who control the allocation of wealth and power.


The Uncertainty of the Market

People everywhere are informed and connected and therefore the market is also more aware and responsive than ever, not to mention fickle! From a sales and marketing perspective this is a double-edged sword because the market can make you or break you faster than ever before. While you can reach out to and communicate with more customers faster than ever, there is an over-abundance of competition for existing products and services and skepticism and other resistance to new ones. You can never predict how the market is going to react and therefore the only strategy that works is a consistent focus on value. Figure out what you do best and continue to improve on it while connecting with your customers and doing your utmost to serve them.


Get help with sales and marketing!

GO TO:
Social Media Marketing Fundamentals
Social Media Marketing Principles
Social Media Marketing Tips
Top Social Media Marketing Brands
Social Media Marketing Strategies
What is Internet Viral Marketing?
Applying Internet Viral Marketing Principles
Internet Viral Marketing Tips
Internet Viral Marketing Successes
Internet Viral Marketing Flops
Sales and Marketing for "You"
Sales and MKTG Values
Sales, Marketing & Strategy Consultant




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Sales and Marketing in the 21st Century... 
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