Sales | Unskippable - Marketing Keynote Speaker - Jim Kukral

Category Archives for "Sales"

Do You Sell Necessity, Or Luxury?

733-1Hopefully you know the answer to that question. But maybe you don’t, and the reason is that things have changed. A new study by PEW shows that how items that were once considered necessities are now considered luxuries.

I. Yesterday’s Necessities Become Today’s Luxuries

In hard times, the Pew Research survey finds that many Americans are changing their minds about which everyday goods and services they consider essential and which ones they could live without. The survey also shows that “old-tech” household appliances have fared the worst in the public’s reassessment of the line between luxury and necessity in their daily lives.

“But Jim, that report is talking about things like dishwashers and microwave ovens… that doesn’t apply to what I sell.”


There are a million reasons why people buy things. Price, need, value, social status, perception, discounts, etc… As a marketer you have to tap into which one (or multiple) of those your target market needs to hear the most and then hammer them over the head with it to make your sale.

But remember, a big one is Need vs. Luxury.

Need vs. luxury is a a classic marketing tactic. It’s simple, your item for sale either solves a basic need, or is a luxury item that people can live without.

So which one do you sell? Do you know?

You sell necessity items you say? Are you sure it’s not a luxury item now?

It might be time to take a look at your marketing messages. In a tough economy, or anytime things change beyond your control, you may need to change some things up. Your products and services can change in your customer’s eyes in a blink of any eye.

Remember, there are advantages to selling luxury items. For one, you can usually sell them at a higher price. Plus, your marketing usually doesn’t have to be “cheezy”. :) But remember, it also means you’re probably going to be selling less of them.

Go ahead, take a hard look at your product/service line. Are you selling luxury or necessity?

What Can A Special Forces Psychological Warfare Specialist Teach You About Sales & Marketing?

Over at my coaching site, ($1.00 Trial), I’m constantly interviewing the movers and shakers and experts in the online marketing world. Here’s another interview you will enjoy. Please leave a comment.

Matthew Scott knows how to sell stuff. He spent years in the military as a Special Forces Psychological Warfare specialist.

No, I’m not kidding. So do you think someone with that type of training understands how to get into the minds and hearts of a customer? He sure does! If you want to learn how to sell more, and sell better, you’ll enjoy this podcast interview.

Listen to the podcast with Matt here.

The Biz Web Coach talks with sales and marketing veteran Matthew Scott of about how you can become a better salesperson and marketer.

About Matthew Ray Scott

I entered the United States Army in 1985 serving in various leadership positions as a combat infantryman, a Special Forces Psychological Warfare specialist, commanding combat medics during Operation Desert Storm in Iraq, and a paratrooper Captain with the legendary 82nd Airborne Division.

In 1994, I made the decision to leave the military hoping I could better integrate my family and career life. At the age of 30 years old, I realized I did not have a process or plan to uncover what career decision I should make next, let alone understand how to uncover my unique purpose or life’s work.

So, I decided to choose a position as a sales and marketing consultant in the biotechnology market after leaving the military and within seven years, I was a Co-Developer and a Vice President, Sales for a biotechnology company in San Diego, California.

In 2004, the biotechnology business unit I co-developed, sold for 16x times earnings. I had surpassed every career and financial goal I set for myself after leaving the military. After this event, I began to ask the questions that would direct my life’s work fulfilling my definition of success and significance. My discoveries led to the formation of The Life’s Work Group, Inc.

I serve as the Founder & Managing Director, The Strategic Incubator, a global consulting firm equipping leaders to align strategic vision with a tactical execution of revenue producing activities in taking a great idea and building a revenue-producing process.

I also am the Managing Partner of The Trunk Club, a company that revolutionizes the way men shop for clothing and define their authentic style.

I completed my Masters Degree in Management in 1991 and completed certification as a Certified Professional Coach sanctioned by the International Coaching Federation (ICF) in 2006.

I reside in Oregon with my wife and three children living with intention next to the ski trails of Mt. Hood and the vineyards of Willamette Valley. I am scheduled to publish my book, men@pause: executive men in transition in early February 2009.

William Thompson: Attention, Interest, Desire, Action

This past weekend at the Electronic Retailers Show in Miami I was privileged to meet a gentleman by the name of William Thompson, the President of TV, Inc. He is the author of Inside Infomercials, the best selling book on the subject.

For over 30-years, he has been innovating in the marketing and sales industry. He’s had appearances on ABC’s 20/20, Sally Jessey Raphael, McLaughlin Report as well as hundreds of local TV and radio talk shows. In fact, he told me a few amazing stories about some of those interviews that I won’t try to repeat because I won’t be able to do them justice.

I was able to spend a few minutes interviewing him, of which you see below. 80% of this video was edited out to keep it short and sweet. I’ll try to get a copy of the entire interview to post at a later date.

HHgregg Case Study: A Bad Salesperson Can Destroy Your Brand

I walked out of the HHgregg store disgusted. The salesman had just assured I’d never walk into that store ever again. How dumb. I’ll never shop at HHgregg again, ever.

I don’t care what discounts or coupons they may have in the future. One employee, with one horrible sales tactic and personality destroyed their brand for me. That’s how easy it is to do. Scary, huh? Remember, here I am now blogging about it to potentially millions of people, and I will tell my story to every single person I meet for the rest of my life. Bad word of mouth is not good for your brand.

For the full story, watch the video below. Suffice it to say, I have some harsh lessons for bad salespeople and for the brands that employ those people. This is why it’s so important to hire the right people, who understand your brand and who won’t work to destroy it.

Have you experienced bad sales teams? Have you written off entire brands because of people like this? I’d like to hear about it if so.