Writing techniques for more success With your texts you want to grab the attention of the visitor, ensure that the reader shares the content with decision makers, and takes action. There are a number of success writing techniques that help with this. Curious which one? Then this online course may be for you. You will learn everything about writing and deletion choices and Japan Phone Number List how your message has more impact and effect. View the online course Everywhere we are currently seeing large shortages, prices are rising rapidly and the unemployment rate is extremely low. A situation that we have not seen since the 1970s. In the 1974 article Marketing during Periods of Shortage , Philip Kotler describes how companies reacted to the period of sudden shortages during the first oil crisis. What can you learn from companies that successfully implemented changes in the way they sell, advertise and innovate their product offerings at the time? The changed role of sales during scarcity.
Like marketers, salespeople are no less important in times of shortages. Salespeople just have to switch between different roles in the right way: selling, advising, providing service and collecting information. Intuitively, when there are shortages, sellers shift their attention to products that are available. That is exactly what car salesmen did during the Japan Phone Number List oil crisis. When the small fuel-efficient cars sold out, they successfully started touting the benefits of big cars. With the rising fuel prices, they unintentionally got their customers in trouble. In addition, because of their approach, the signal did not get through to the car manufacturer to switch to economical models. It continued to produce large cars, which the target audience could no longer afford. Woman in empty supermarket in Russia. Help your customers In times of scarcity, customers need extra help. Sales must delve into the problems of the customers and propose suitable solutions and alternatives. Digital solutions, more economical solutions, sustainable solutions or sometimes pragmatic solutions that help the customer towards the future. For example, a paper seller can help its industrial customer find substitute papers, help conserve paper, digitize, recycle or even temporarily supply paper from other suppliers.
The seller can further ease the pain of its customers by taking orders, advising on delivery dates and informing them about prospects of future deliveries. Everything to keep the customer running and healthy. And is sales always done by a salesperson who drives the car to his customers? Certainly not. It is precisely in a period of uncertainty that it is possible to implement change, such as an inside sales model or accelerated e-commerce transformation. Sellers must Japan Phone Number List advise, provide service and collect information The changed role of advertising For many companies it is tempting to significantly reduce the advertising budget in times of shortages. Something you Japan Phone Number List can't sell needs no attention, is the thought. Kotler describes 4 alternatives for cutting the advertising budget: 1. Shift the advertising budget to products that are still abundantly available This is an obvious response, but risky. Often the products that are still available in abundance are at the end of their life cycle or have low margins. Advertising on these products certainly does not always result in an increase in sales.