Chapter 4 BECOMING A BRILLANT STRATEGIST
He discusses the differences between strategic and tactical executives and says the best ones possess both attributes.
P.58 “How many strategic objectives can we accomplish with each tactic?”
dividends vs longer term investments.
p.60 “Education-based marketing”
He does a good job of demonstrating a conversation with a tactical salesperson.
There are many businesses that require their salesperson to close the sales at the first meeting.
It’s amazing when you remove that pressure how a salesperson can develop the relationship with a potential buyer.
Brand loyalty. I am definitely a loyal name brand buyer because I have bought the cheaper products and they fall apart.
He talks about the furniture store which is a business that can have repeat customers. Furnishing one room at a time in a house.
The pyramid with % bothers me with three categories that have 30% each but they all have a different portion of the pyramid, but I guess it’s because I’m a numbers person.
p.65 Stadium speech his recommendation is start with “The Five Ways You’re Wasting Money in Your Operations and Administration?” This bothers me since he put it in the scare tactic again and it is very negative.
p.65”You will attract way more buyers if you are offering to teach them something of value….”
I believe there is a lot of truth in that statement.
p.65 He promotes this as a “great tile” “The Five Reasons All Retailers Fail” Does anyone else see a theme here. Negative scare tactic.
Just want to take a moment here to tell you that I had no preconceived notions about this book.
But he has not sold me yet. I have a hard time with the newspaper sell. There is no mention of digital ads even though I read a great deal. I have not read the printed version of the news since at least 2000.
He can chalk me up as lost sale.
I have also been scammed by this educational approach. I went to see a documentary movie only to find out they were selling some type of diet drink.
p.72 “The Five Most Dangerous Trends Facing Hospitals” negative scare tactic again.
I hope this blog helps you identify what advertisements are manipulating you. Run as fast as you can.
P.75 He gives you two websites for market data
You need to know what type of information will be beneficial to your company. CNN is the regular CNN no special census or marketing website.
He does know how to use data to his advantage and he does see things that other people might miss. For example he compares patient visits with the traditional doctors to alternative medicine doctors.
I think the underlining factor about knowing your core stadium speech. Is that many salespeople or owners don’t really know the facts about their business. I work with businesses that are ready to sell. Some the of basic questions I ask are: How many customers do you have? What is average purchase per customer? What is the cost to obtain each customer? What differentiates your product from the competition? It is amazing how many people can’t answer these questions. They made money in spite of themselves and could make even more if they had this knowledge and information.
Next blog: June 5sT, 2015
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