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Keynote speaker

Would you like to boost your sales with help of one of the greatest and well-known keynote speaker? Then check out these free marketing ideas written by a marketing guru.

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The concept of unique selling proposition was invented by Rosser Reeves in the 1950s. Those who can say why a customer should buy from them and not from the competition, sell more.

Unique selling propositions should be unique. If both you and your competition claim you have the lowest prices, then this isn’t your unique selling proposition. What do most Slovenian sellers claim?

Look for something that you can offer to your customers, but your competition can’t.
Look for something that customers appreciate and you competition doesn’t have.

Unique selling proposition

Here’s an example from a street in Krakow, Poland. Competition among street artists is fierce and they all fight for the passer-by’s change. But only this couple takes pride in having performed for the pope, and they have a photo to prove it, too. This is one unique selling proposition that their competition certainly doesn’t have.

Most Slovenian entrepreneurs should take a week off and think about what really separates them from the competition. This would really pay off.

Have a look at some pictures from Krakow.

 

Silver artist with a sword

A silver street artist

Bronze street artist

A bronze street artist

 

Silver artist with a sword
One more silver artist with a sword

 

Pope John Paul II addressed
A window from which Pope John Paul II addressed youth

 

Jewish quarter
Jewish quarter

 

Communists
A few Communists are still around

 

Gurus looking
Your guru’s looking in the distance

Would you pay 1,000 crowns (40 euros) for a 40-minute sightseeing tour of Prague by car?

“It depends what kind of a car we’re talking about,” would be the correct answer. How about a 1934 Škoda convertible, 3 gears, non-synchronous transmission?

Skoda

I couldn’t resist such a ride. How does this Škoda entry relate to marketing?

Because those who’d come up with the idea of driving tourists around in old Škodas and Tatras knew how to make something from nothing.

A slow and noisy ride in a roofless car is charged ten times more than the most ordinary ride in a cab. Isn’t this good marketing practice? I think it could work in Ljubljana, too. I’m already browsing the web to find an old Škoda.

I could drive tourists around Ljubljana on weekends. 60 euros for a 30-minute tour. Let’s say ten tours on Saturdays and ten on Sundays, and I’d earn 1,200 euros per month which means 12,000 euros in ten weekends. This should cover the costs of car maintenance and the driver, shouldn’t it? OK, I admit it’s only a draft business plan, but in my opinion it could work.

Ervinator, my blogging mate, could you come up with 10,000 euros, and we could buy an old Škoda together?

I would hire a student to drive the car, of course; 3 euros per hour and he’d love the job. I just need to find the right car on eBay and a co-investor interested in the project.

I took a photo of this horseman in Budapest, but such statues can be found in almost every city. There are plenty of monuments in the world, and they are mostly there to honor big leaders, and an occasional poet.

Budapest

Have you ever wondered why monuments never celebrate committees, juries, or any other teams? Why is there always one horse and one horseman, never a whole troop?

The reason is simple. Nothing in the world happens without a true leader. This applies to sports, politics, business… all walks of life. There’s one man and never a team behind each brave deed, behind all progress. Of course, leaders organize and motivate their team, that’s why they’re leaders in the first place – to lead, to show the way, to motivate, to bring out the best in their team.

The situation is similar in sales and marketing. One person should lead a project and the responsibility should lie with them. Wherever the decision-making process is split among many, the decision that’s been made is wrong and usually too late.

Too many cooks spoil the broth.

Today, the prices different advertisers pay for the same ad can differ up to 100 times. Yes, one hundred times!
Hmm.
Well.
Alright.
I won’t go into all the implications of the above, but I’ll just say the following. If you don’t know how to buy media space, don’t even try because you’ll get burnt.

This statement isn’t mine. These are Gregor Cuzak’s words, in his blog on October 3rd. Gregor made a mistake, though, by giving me credit for these words. I have to admit I’m jealous that I haven’t said them myself, but what can you do. J Read his entry. Recommended.

Mushrooms

I took a photo of these delicious-looking mushrooms though. Mushrooms and eggs for dinner today.

Or perhaps not. Keep away from what you’re not familiar with. Gregor is right, he speaks from experience and I agree with him. I’ve done it both – I’ve sold and I’ve bought advertising space. Several million euros were involved and I’ve learnt my lesson (most of the money wasn’t mine). If you don’t know the game, there’s a high chance you’ll get burned. Do your research, read books, attend seminars, talk to professionals. Reading a blog such as this also helps.

Here’s a photo of a castle where David Ogilvy worked. David Ogilvy bought this castle in the golden age of marketing, the golden age for marketing agencies.

Gregor mentions Al Ries. My company published an excellent book by this author, The 22 Immutable Laws of Branding.

Companies spend millions on marketing programs, which proves to be futile despite big budgets and good organization. When a company makes a mistake, the competition soon takes over its business. How to avoid these mistakes?

Al Ries and Jack Trout spent 25 years studying what pays off in marketing and what doesn’t. They discovered that programs that had paid off had always been designed according to the basic rules of the market.

The authors identify 22 situations you might find yourself in when managing or establishing brands. The book isn’t just about laws but also about traps. The authors conclude that a good brand name is one that sounds good. Competition is fierce in business today; you can succeed only if customers choose your product from among the abundance of others.

Read the two texts below. You won’t be sorry. It’ll be educational, fun and extremely useful. When do you think the texts were published?

Shop assistants can’t sell.
Most shop assistants haven’t heard of the six commandments of perfect service. A big American department store once carried out a survey in which women pretending to be shop assistants observed 260 other sellers in action.
Here are the results:

  • Only one called a customer by name.
  • Only one brought a chair to a woman who was waiting.
  • 83 didn’t offer anything to a customer – they just let them leave the shop without a word.
  • 34 didn’t try to retain a customer when they said they were going to look for a product in other shops.
  • 175 didn’t try to offer something extra to a customer.
  • Only 71 sold in a polite and professional manner that would make customers return to the shop.

Despite it all, plenty of shops don’t bother educating their sales staff.

How should we sell?

A gas station employee had been employed at a station for some time. Every time a car stopped by he would casually ask the driver: “How much gasoline do you want?” The driver would usually ask for ten liters (2.6 gallons). When the employee finished he would add: “Any oil?” The driver would normally ask for a cup (250ml). This didn’t escape the station manager who hired another employee. The new employee wasn’t this careless. Every time a car stopped by he would politely ask: “May I fill your car up?” The driver would accept the offer. “You don’t mind me topping up the oil, do you?” proposed the new employee.

The driver was satisfied. And the company became more and more successful. That’s the power of suggestion in sales.

I tested the participants at my last two lectures. First I asked them if they subscribed to the magazine Podjetnik. Some did. Then I showed them the advertisement and asked if they remembered it.

Nobody Forgot This One

Only one out of nine didn’t remember the advert. And it was because they’d failed to spot it altogether.

Now you tell me how is it possible that more than 88% of my customers still remember a two-page ad published 4 years ago.

The same people who can’t even remember the obscene billboards they drove by this morning. Is it because I’m a marketing guru or is there another reason?

Cash Only

March 24, 2012 | Comments | Keynote speaker

Tonight I’ll be staying in a hotel in the Czech Republic. I agreed to book the room although they only take cash. I’ve just received this e-mail:

Hello again,

payment: cash only.

please if something changes, call us.
with many thanks
Zámeček pod hradem – HOTEL
Starý Jičín 111
74231
tel.: +420 556 752 262
fax.:+420 556 752 261
http://www.zamecek-hotel.cz/

So I’ll have to find an ATM on the way there. A four-star hotel plus a restaurant and they only accept cash. Interesting, isn’t it?

I have no problem with this, but some people would say that it’s not exactly customer friendly. A marketing moral to it?

If you’re selling a good quality product, which is not easily obtained, you are the one who sets the rules, not your customers. And the way you set the rules is to make as much money as possible, with minimum problems. Bravo Czechs.

I can give two words of advice to those whose customers keep asking for bigger discounts and other benefits. Change something!

Because it seems your customers can’t see why they should buy from you. That’s the reason for the price blackmail. If you offer something that’s hard to get, something different, something better, it’s you who sets the rules of the game, not the customers.

You need to be different; you need to be unique to dictate conditions. You can even be the cheapest (think Ryanair), but you’re still the boss.

You’ll be the worst off if you sell something that can be bought at every corner.