Download The Contrarian Effect: Why It Pays (Big) to Take Typical by Michael Port PDF

By Michael Port

Take the normal revenues version, that's outmoded and desires a significant makeover, and switch it on its head via utilising the recommendation within the Contrarian influence: Why It will pay (Big) to Take regular revenues recommendation and Do the other. locate a completely sound method of development higher buyer relationships and shutting extra revenues via doing the complete opposite that traditional revenues suggestion dictates. reconsider the main well-worn revenues strategies within the company and realize particular and actionable ideas and rules that can assist you shut extra revenues this present day.

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Additional info for The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite

Sample text

Many typical tactics are irrelevant, outdated, and out of sync with today’s customer and today’s market. 2. Many typical tactics are designed to benefit the salesperson rather than—and often at the expense of—the customer. 3. While many typical tactics appear to generate immediate results, they damage relationships and hinder long-term sales success. 4. Many typical tactics harm reputations and create negative unintended consequences, which often outweigh the immediate or short-term benefit of using the tactics.

Identify and target specific groups of individuals, rather than the mass market. As part of their international survey, Ketchum describes the new market reality as the “public of one,” a concept that highlights the importance of communicating with and targeting individuals and distinct groups of individuals, rather than the faceless many. Instead of using the typical tactics to broadcast a one-way message to the masses and to target everyone with a pulse and a checkbook, Dan and Tim can benefit greatly by spending a small amount of time clarifying the following points: • What are the qualities of the people with whom they do their best work?

Indd 19 7/16/08 10:36:31 AM [20] THE CONTRARIAN EFFECT akin to Captain Smith wishing the iceberg out of existence. It’s time to recognize the signs and to change course before you, your company, or your industry collides with a massive iceberg of customer resistance. Follow the Leader Instead of fighting the shift and resisting what is, you and your company have an incredible opportunity to make an immediate course correction. You have the potential to be wildly successful by embracing a radically different approach to reach customers, to increase sales, and to generate word-of-mouth buzz, the consequence of which will be nothing short of revolutionary.

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