Marketing Buzz 09/03
Selling products related to a crisis
In Times of
Crisis
If war is being waged and you happen to sell gas masks, how do you
market without customers feeling like they're getting
hosed? Selling products related to a current crisis is a delicate task.
"Remember to sell security vs. the product itself," says
James C. Turner, a counter-terrorism expert and the author of
Threat Assessment (The Haworth Press). To develop a meaningful sales dialogue with prospects: - Ask questions. Understand
the threat prospects fear. Ask what might make them vulnerable,
then recommend products.
- Demonstrate your expertise.
If you sell gas masks, inform prospects of true fatality rates from
smoke inhalation-not bombs-and how a respirator might be a better
purchase. This shows customers you have their best interests in
mind.
- Recommend an emergency
protocol. Turner helps firms develop response systems so
they're prepared during an emergency.
- Impart the local angle with
customers. Risks vary from region to region, so you
would discuss earthquake risks in California and tornado risks in
the Midwest.
Content Continues Below
Just remember: Sell cautiously so your business doesn't end
up a casualty. | QUICK
PICK | Women currently make or influence up to 85 percent of all
consumer purchases, so isn't it time you started marketing to
them? "Marketing to women is no longer just mere window
dressing to comply with political correctness. It is a necessary
element to be successful in today's marketplace," says
Delia Passi Smalter, founder of Medelia Communications, an
Irvington, New York, company that develops programs specifically to
sell to women. At the company's Web site, www.medelia.com, you can
boost your female IQ through a variety of instructional audio
programs-most of which cost less than $20. These practical and
tactical suggestions may be just what you or your sales team need
to close the deal when marketing to women. -E.G. |
Marketing consultant and speaker Elizabeth Goodgold is the
author of Duh! Marketing Awards (www.duhmarketing.com).
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