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It ain’t sexy but…

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All too often, when trying to promote goods and services, organisations are tempted to ‘sex up’ their promise:

● A ‘one time’ only offer
● This week only, 50% off
● Hurry while stocks last
● I’ve been warned that stocks are low

The problem with all these are that they ‘speedy selling’: they aim to appeal to our basic animal instincts, and get us to panic and press the ‘buy’ button before we stop to consider and compare.

Sexy sounding offers for speedy sales.

The only problem is that they create false expectations, let people down, and destroy trust and reputation.

Far better perhaps to be slow, steady and obsessively consistent in all your systems (so the customer always gets a consistent experience, no matter who they deal with), and obsessively consistent in building your brand (so your reputation spreads slowly, steadily and consistently for huge long term success).

No it ain’t quick, no it ain’t sexy, no it certainly ain’t easy.

But by heck it works!

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So many big brands have become expert at marketing … to persuade us to do and buy things that we afterwards regret, because, over the long term, we’ve realized that we’ve been misled and sold some real horse manure … but that it was so well packaged, it looked irresistible at the time!

So why might you trust us? What’s our USP?

Kindness & Principles.

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By mistake, I learnt the 4 principles of ‘Slow Selling’ and like all principle-centred material, I find that, if I stick to it, it gets great results, and when I deviate, I start to head into trouble.

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The biggest cost and missed opportunity in so many businesses

I was recently recording some videos for the soon to be launched ‘Slow Sellers Association’, and we were covering the issue of after-sales and customer loyalty.

It strikes me from my experiences as a customer that this is an area where so many businesses fail miserably.

In fact, I think this is perhaps the biggest hidden cost and missed opportunity out there for most organisations.

Read More »

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