[Lehan Stemmet] One of the most traumatic things you will ever experience as a sales or marketing manager is having all the right info and sales statistics, planning your forecasting according to that ...and then still battling to sell anything.
[Lehan Stemmet] Sometimes, giving your customers a choice is just not on. Not always for their sake, but for your sake. Also not always for the reasons you think, but also for some reasons that may seem as trivial as the fact that you may seem like a Jack-of-all-Trades... master of none.
[Lehan Stemmet] "My gosh! We're going to make millions man! Gazillions I tell you! Just look at this. Look at these figures. There are 43 million people in South Africa... I'm telling you man, we are going to retire next year..."
[Lehan Stemmet] So you advertise a position... first internal, then external. You get a couple of CV's, all shapes and sizes, chuck some in the bin before you even read them because they're simply too thick, chuck some more in the bin because they're just not good enough, and eventually keep some.
[Lehan Stemmet] Your first reaction is probably, "You've gotta be kidding!" Well, I'm not going to say they do or don't, because that's not the point of this article, which is about research - market research, genetic research, cancer research, consumer research, trends research, LSM research, whether internal employee/HR research or external brand image research... whatever.
[Lehan Stemmet] "Right! So what do you actually want mister client?" How many times have you asked that in only the THIRD meeting?
[Lehan Stemmet] One of the first things any client will ask of you, when selling exhibition floor space to them is: "What am I getting out of it... Is there any guarantee that your show attracts the right LSM group..." and so on.
[Lehan Stemmet] Do yourself a favour and spend a day walking from one store to the next, from one retailer to the next, from one hotdog stand to the next and just focus on what really makes you want to go back to that specific store, retailer, hotdog stand, and so on. Like with most other things in life there simply has to be a universal factor that plays a role.
[Lehan Stemmet] Ouch! The title of this article might just cause a little painful twitch in some brand managers and brands' heartbeat. The fact is, it's becoming more and more apparent in the marketplace: "brand schmand." While conducting MRD's nationally I have found that many potential customers state that quality is their main concern and consideration when buying a new product, let it be a kettle or a cellular phone or arch, whatever the case may be, however...
[Lehan Stemmet] While sitting on Northcliff Hill one sunny afternoon overlooking the Johannesburg skyline I looked at all the big buildings and smaller buildings, the flat ones, the round ones, the weird shaped ones and thought to myself: what is the one thing all of these have in common? What is the one common thing all of us in business do? We provide for the needs of our customers.
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