I call it Hero Marketing. When you’re trying to sell to an executive, you have to realize one major thing. That executive makes his/her purchasing decisions on whether or not they’re going to get fired or not. It’s true. Ever hear the old line “Nobody ever got fired for hiring IBM?”. It’s true.
To make sales as a marketer in this arena you have to make your prospect feel like they are going to be hero. That’s the only way you’re going to ensure you get the business, especially if you’re a smaller or up and coming brand in your industry.
gettin the podcast wind blowing! lets try podcast! watchin your podcast seems to be my daily routine now. keep it up jim!
Even more important than your product being better than the competition's is how you position yourself against them to allow you to bring added value that they can't. It's that value which can be used as leverage to win an account. I've seen this all the time with adserving and inventory software. It's basically all the same but one will take calls at 3 am, or warn me if something is wrong and I don't know.
I don't know, I'm a little skeptical. Most major purchasing decisions (ie. big dollars) seem to be made by committee. Or if not by committee, there are at least purchase/contract experts within most big corporations that have to vet any decisions recommended by mid to senior management. How do you make a here out of a whole committee?
Great advice on Hero Marketing. But yet again “If you're not failing every now and again…” you're not Woody Allen :-)
That can be true, but at the end of the day, somebody is responsible usually for the purchase, and they won't admit it, but they make decisions because they don't want to get fired. Big fancy, cushy, executive jobs are like this.
I don't know, I've seen executives purchase the worse product just/only because it came from the “safe” brand. The big brand. Why? Exactly because of what I state above. They know they won't get fired for “choosing ibm”.
Glad to hear it, start a podcast today!
Great video with a lot of informations about hero marketing. Very gell done! I like to read or wtch ^^ her :)
“Nobody ever got fired for hiring IBM?”.
I don't really get this but IBM is really good..
Thanks for the information in your video.
Very interesting. I've never seen it that way before. Psychologically, it does make sense. To make people feel good for buying you. But it isn't an easy task to potray yourself in such a 'heroic' way. I think Bill Gates is the only one that makes you feel like a loser when you buy his stuff, and yet, people still do buy his stuff.
“Nobody ever got fired for hiring IBM?”.
wanted to knw wat if he has a bad character, lol…
Thanks for the tips. Definitely i would like to be a Hero in marketing
I think I'll try “Hero Marketing” with you. I have a business concept that I would like to develope. It involves a collective effort starting with a name. But not just any name. The title of this company can
make money not just for exclusiveness, but for charities and causes. The revenues must first go to the company in the early stages though. Anyway, I'm full of ideas and can use input from any perspective.
Please get in touch with me if I have succeeded in motivating the “Hero” in you.
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Thanks Jim , Great advice, love to do the hero marketing one day:)