Lopsided Thinking in Marketing and Sales

Lopsided Thinking in Marketing and Sales

You need to raise the bar by first drawing awareness to whatever you intend to market, get people interested in it, and then intensify interest to desire so that people may act and purchase your product. You need creative ideas to shorten the time moving from awareness up to action.


This model is fancy. The question that drove into my mind is whether this model is extensible to all systems and products regardless of their type. For people to act and by an offer they need to decide logically and emotionally if the product is worthy enough to buy it. Not all cases are similar. They could be simple, complicated, complex or chaotic. When we offer too many choices or attributes we could make our offers complex or even make the potential customers feel they are in chaos because of their indecision being at loss how to decide. Is the AIDA Loop the same for simple offers as they are for complex ones, for example?

Banks that have offered too many choices for their customers realized they started to lose their customers because of the complexity or complications of their offers. In making simple offers the customers are able to relate the cause and effect. If I by this I shall get this. They can respond to the offers and then buy them. However; in complex offers the customer is unable to relate the cause-effect relationship. There are no right answers. The way to approach these systems are best illustrated in the Cynefin framework below, which was developed by Snowden. In the complex domain we find that the approach here is to probe, sense and then respond. It is only in the chaotic domain that we first start with act.Β 

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Here is what amazes me- some business creating chaos and the customer response would be best to start with act. This is the last step in the AIDA Loop. By the tendency to create too many varieties of offered products and services we create chaos in the minds of the customers. We still apply the AIDA approach on offers the need acting upon first in trying to understand our chaotic offers. We embed the call for action on customers before they have had the time to be aware, interested and desiring our offers.

We tend to make our offers complex or chaotic and still hope for the customers to respond to simple reasoning to buy.

Is it about time to consider the marketing and sales plan of our offers realizing in which domain on the Cyefin framework our offers fall?

We confuse the customers with our offers and then expect the customers to think logically. This is paradoxical for the customer and me. We offer too many services and products and too much information to process to confuse the customer. This ideas is also highlighted in the great buzz by Nir Eyal on beBee today.


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Ali 🐝 Anani, Brand Ambassador @beBee

#23
Landmark comment this is Sara Jacobovici. You beautifully summarized the buzz and the discussions. The key line for me is "You know what products or services you are selling, the customer doesn't. It's as simple as that". And yet we tend to forget simple facts. Is it because of our tendency to take them for granted? Is it due to our habit of seeing simple facts as given? Sometimes the simple turns into the most complex.

Sara Jacobovici

Sara Jacobovici

3 years ago #21

Great topic and discussion Ali \ud83d\udc1d Anani, Brand Ambassador @beBee's (#8) process describes of building trust. Thank you Dr. Ali for allowing me to be part of a dynamic exchange.

Ali 🐝 Anani, Brand Ambassador @beBee

#21
you know I agree with you in full Harvey Lloyd. This is evidenced from our interactions on my following buzz. You are very correct. Customers' logic in deciding can be very surprising sometimes.

Harvey Lloyd

Harvey Lloyd

3 years ago #19

#19
Ali \ud83d\udc1d Anani, Brand Ambassador @beBee yes for many years i experienced my own growth in developing customers. Initially i thought the weight of facts, outcomes and the integrity of a product or service would stand on its own. The masses purchase based on many non scientific reasons. Reasons that can only be quantified in mystical/spiritual methodology. I use the word quantified very loosely here. Two thoughts within CityVP \ud83d\udc1d Manjit comment. One, i find it quite interesting that in a growing majority we cling to evolutionary constructs yet in marketing we market to the spiritual or "feelings" paradigm. Ran across a definition of a seerer during the 500bc era. A seerer was then, a person who could distinguish between the material world and spiritual world. Then i read the comment of Bee Manjit. I believe this is the line that we are discussing. I would concur with the comment and its discussion about consumers and their attempts to live in both worlds. I believe what we see today in the social arena is caused by our inability to sort out either world as they are incongruent. Caesar's world is to be lived in from a spiritual perspective. Cognitive dissonance comes from balancing one world view with the other. To use a metaphor you would be proud of, Caesar's world is oil and i am water. (I need not discuss this as i know you Dr. Ali are now considering all of the "emulsive" thoughts.) I float upon the oil as permitted within my own spiritual paradigm. One must choose.

Ali 🐝 Anani, Brand Ambassador @beBee

#19
CityVP \ud83d\udc1d Manjit has experienced this. For me yes and it is degrading seeing a product in the shsky hands.

CityVP Manjit

CityVP Manjit

3 years ago #17

Marketing is predicated on a market of dumbed down customers which informs current educational strategies. This is why simple messages work in marketing, because we create a society of simple people. This is born out in movies like Glen Garry Glenn Ross when they show how AIDA is more likely to be used in the world of blood and guts selling. AIDA at the Simple Crude Level of Industrial Age Selling https://www.youtube.com/watch?v=Nr3ENE8uqr4 Cynefin is an elegant and wonderfully constructed bit of thinking on the part of Snowden and it applies to sales situation that are not based on the meat and potato majority of simple messages. Of course we all want a more sophisticated and educated populous but Cynefin is a Lamborghini when the majority of sales situation calls for a Hyundai. Snowden's framework is worthy of the intelligent man but the intelligent men recognizes the Biblical line "Don't give that which is holy to the dogs, neither throw. your pearls before the pigs, lest perhaps they trample. them under their feet, and turn and tear you to pieces. Matthew 7:6 Since I care about elegance and great minds I will spare myself of the tyranny of mass marketing and that is both an elitist choice and an opting out of that part of society where lots of money is made. So long as we have educated barbarians our markets will be ruled by 30 second adverts and 8 second attention - and that is the reality also shown in crude movies.

Ali 🐝 Anani, Brand Ambassador @beBee

#17
yes and it is the balance of choices not too many and not too few. However; it is a dynamic balance and not a static one. So, I agree with you Franci\ud83d\udc1dEugenia Hoffman, beBee Brand Ambassador for thr need to test the market repeatedly.

Franci 🐝Eugenia Hoffman, beBee Brand Ambassador

#16
Yes, too few choices can be harmful to a business. Some consumers appreciate options as it saves them from having to go elsewhere to find their product. Plus, other options can be enticing and draw new customers. It can be a catch 22 between too many options and not enough, thus the reason for testing the market before putting your toe in the water. :)

Ali 🐝 Anani, Brand Ambassador @beBee

#15
thank you Franci\ud83d\udc1dEugenia Hoffman, beBee Brand Ambassador for you assuring comment. Somehow you remind me this idea of avoiding creating too many choices and its extension to persuation. I may look at this as sort of selling my ideas and beliefs. Would zI like any body to impose tbhem on me? No, js my answer. So is given one choice instead of many. Too few choices can also be harmful to the health of our business.

Franci 🐝Eugenia Hoffman, beBee Brand Ambassador

Sometimes too many options confuse the original intent. Banks and insurance companies should stick with their basics and continue to improve on those areas rather than branch out in directions that tend to stray from their original product. Your comment "It is simplicity that may lead to successful selling " is spot on.

Ali 🐝 Anani, Brand Ambassador @beBee

#13
you are correct . Some banks started to have modules of services. Tnhese are basic services for all. All additions become niche products. I wish all businessesvwould follow your wisdom my friend.

Ali 🐝 Anani, Brand Ambassador @beBee

#9
you are observant Lisa \ud83d\udc1d Gallagher. Yes, sterssing self and the customer is not the way to sell. In fact it is an assured way not to sell. Besides, going into technical details violates two simple facts. First it does not answer what is in it for me? Second, people buy holes and not drills. And third acttually people don't like to deal with people who try to force them to take decisions. It is simplicity that may lead to successful selling

Ali 🐝 Anani, Brand Ambassador @beBee

#8
Jerry Fletcher- this is a great comment and is like a read map. I often say that sales and marketing are like my eyes. One eye is short-sighted while the other is long-sighted. The first eye is my marketing eye and the short-ranged one is my sales eye. I recalled this because of what you wrote "Too often, marketing professionals get too close to their own ideas to see the differences and how the audience is reacting". I love this and agree fully with you.

Ali 🐝 Anani, Brand Ambassador @beBee

#7
yoju always speak out of experience Harvey Lloyd. This adds flesh to your comments. I really want to leave the reader to enjoy as is.

Lisa Gallagher

Lisa Gallagher

3 years ago #8

#4
Someone close to me used to work for Salesforce and their name fits them well. They are so sales driven, they burn out their employees/teams and expect them to keep pushing until they close the deal. Sadly, they lose clients with because they are relentless. They also lose good employees due to a high burn out rate. Simple is much better and so is trying to close a deal that works for the client as well- it's a compromise of sorts, it must be a win/win for both the client and the company who is selling a product. Great info graphics Ali \ud83d\udc1d Anani, Brand Ambassador @beBee

Jerry Fletcher

Jerry Fletcher

3 years ago #7

Ali, Marketing and sales are two different things. Yes they occur within the context of someone moving from prospect to customer but the same models do not apply at the level of sophistication you are addressing. The AIDA model was developed in the direct marketing arena which is one of the few places where sales and marketing are attempted at the same time. Today, online marketing is taking on those aspects. Marketing is about knowing and understanding the needs, wants and desires of a target audience (the market) which, in simplest terms, has not yet purchased the product. Sales is about moving an individual that has been drawn in by marketing to make the purchase. Too often, marketing professionals get too close to their own ideas to see the differences and how the audience is reacting. The process of each sale is different based primarily on price/value. People use less logic on the purchase of a candy bar than a new car. But, the emotional input into both sales may be equivalent. It all comes down to trust. Which brand marketing do you trust? Which option is clearly the one that matches your situation? Which solution solves your problem? Which sales person or process do you trust? Often it is the why of a product or service that is the differentiator. That's because we inherently trust those that can tell us the reason for a product/service's existence especially if there is an emotional connection to our situation.

Harvey Lloyd

Harvey Lloyd

3 years ago #6

#6
In most cases sales are in front of someone who has a need. The very first question they are asking is, can you fill the need? Technical detail don't answer the question, they merely obfuscate your answer in such a haystack it can't be found. Yes anyone who has been involved in any sales knows that new customers are like courting. There are phases of development. The initial phases are asking some big questions that details cannot answer. When the engineering questions begin by the customer you have now rounded second base. Home Run is still a ways a away, but if the details show up on the run to first base, (First Date), go ahead and run to the bullpen, because you OUT. Great post and brings back some memories of the old days. Cherished, but not missed.

Ali 🐝 Anani, Brand Ambassador @beBee

#4
together your comment Harvey Lloyd make a great buzz. Yes as people by delight and not pain. Your advise to keep salesforce away from technical teams is an awesome one. I found it useful thst the salesforce should try first to sell inhouse to ordinary staff. Who would buy pain? The pain of technical details will lead to failure.

Ali 🐝 Anani, Brand Ambassador @beBee

#3
this is is what I call a prfect example ear Edward Lewellen. You are write and we complicate things by selling what we know rather what the customer needs. Or, we use technical descriptions to put the cuser off. In writing my buzzes I observed that the sjimpler they are, the more viewership they get. People are impatient with complications.

Harvey Lloyd

Harvey Lloyd

3 years ago #3

Never, ever, ever allow sales force to become part of the engineering team. This is was a hard lesson. Once the sales folks came into our estimating, contractual and accounting understanding their ability to sell became difficult. They carried an understanding of to many details from which they tried to sell. The infamous words, sell the sizzle not the steak. Hold true in so many ways. The complexity of a product during the sales process should be displayed through benefit, outcomes and if applicable capital appreciation to the bottom line. But i also believe so many folks have burnt by the sizzle as the steak was not as great as the noise, smell and visual. That they want to peek behind the marketing and see the real deal. So in sales and marketing, if you sell the sizzle be prepared to show folks the stove with the same sizzle.

Ali 🐝 Anani, Brand Ambassador @beBee

#1
You are right . When companies diversify quickly and in different directions they perplex the consumer. People don't have time to sort out many alternatives and get confused which one to select. More, if they don't understand the product such as some offers from financial institutions.

Mohammed Abdul Jawad

Mohammed Abdul Jawad

3 years ago #1

People who cling to their crazy ideas to bring in quick changes make everything chaotic. Instead to stay simple and stable, most businesses, with all confusion, falter and face failures.

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