Nothing has changed the business environment more than the WWW, in the last 20 years. Now, with the Apple platform and its glittering array of devices supporting Facebook, Twitter and Google the customer is not only right … the customer rules!
Customers today, in their own right, are global publishers, broadcasters, niche marketers, content-providers and network producers and they are well aware of the fact.
The problem is that sales and businesspeople have been very slow in adapting to this new environment. Just ask Gerry Harvey!
To help salespeople and businesspeople solve this problem I’ve written WOMBAT Selling: How to sell by Word of Mouth.
– W.O.M.B.A.T. = Word Of Mouth Buy And Tell.
– A WOMBAT is a customer who is so satisfied about your offer or your business communication that she/he passes it on to those in his/her business or social network. Pass it on. Pass it on. Pass it on.
CASE STUDY #1: www.willitblend.com Here’s a nice example of WOMBAT selling in action. I recently sourced it in this article in HBR. This case study is a businessman in Utah who is selling blenders. He claims they are “the world’s best” … of course.
But, notice how many wombats this businessman has created who, like me, are now passing on his clever viral videos. More than 10 million on just this one, and there’s more …
CASE STUDY #2: Dollarization. The universal business language is dollars. When you talk dollars you are talking the Esperanto of business. Every businessperson across every business faculty, from CEO to CFO to CMO to CIO, understands dollars. Yet we still find salespeople spending most of their time talking about “features and benefits”. Yada. Yada. Yada.
When I’m selling to businesspeople, business to business, I move quickly beyond a brief discussion of features and benefits to translate my offer or my proposition into dollars. I talk about their ROI. Dollars they’ll get in increased revenue. Dollars they’ll save that go straight to the bottom line. This is what they want. This is what they understand.
Today, few CEOs make decisions without consulting their colleagues. They usually have to “pass-on” my offer or proposal to their colleagues. If it’s translated into dollars then everyone understands. Pass it on. Pass it on. Pass it on.
Jeffrey Fox explains this strategy in a process he calls The Dollarization Principle. It’s one of the cleverest business and selling strategies I’ve seen. You can download his free pdf whitepaper Introduction to Dollarization here.