Sales

Brand Identity
Brand Identity Jonathan Poland

Brand identity refers to the overall image and perception that a company wishes to convey to its customers. This includes the visual elements of the brand, such as logos and design, as well as the ideas, emotions, qualities, and experiences associated with the brand. A strong brand identity helps a company’s products and services to stand out in a competitive market and establishes a clear and distinct image in the minds of customers.

Here are some examples of brand identity elements:

  1. Logos: A logo is a visual symbol that represents a company or brand.
  2. Colors: The use of specific colors can be a key part of a brand’s identity, as different colors can evoke different emotions and associations.
  3. Fonts: The font used in a brand’s materials can also contribute to its overall identity, as different fonts convey different tones and styles.
  4. Imagery: The images used in a brand’s marketing materials can also be an important part of its identity, as they can convey certain themes, moods, and values.
  5. Tone of voice: The language and tone used in a brand’s communications can also contribute to its identity, as it can help to establish a certain personality and style.
  6. Values: The values and mission of a brand can also be an important part of its identity, as they can help to establish its purpose and position in the market.
  7. Experience: The overall customer experience, including the products or services offered, can also be a key part of a brand’s identity, as it can shape the way customers perceive and interact with the brand.

What is a Tagline?
What is a Tagline? Jonathan Poland

A tagline is a short, catchy phrase that is used to summarize the core message or value proposition of a company, product, or brand. It is often used in marketing and advertising materials, such as commercials, billboards, and social media posts, and is meant to be memorable and distinctive. A good tagline can help to build brand recognition and differentiate a company or product from its competitors. Some well-known examples of taglines include “Just Do It” for Nike, “Think Different” for Apple, “I’m Lovin’ It” for McDonald’s, “The ultimate driving machine” for BMW, and “The King of Beers” for Budweiser.

The following are common ways to create a tagline.

Promises
Making a promise such as “everything you need to know about …”

Benefits
Stating benefits such as “all of your wildest dreams will come true.”

Emotion
Statements that have the power to trigger emotions such as Nike’s well known trademark “Just Do It.”

Call To Action
Directly command a customer to do something such as “call us to …”

Humor
Light humor such as “great trilogies come in threes” from the movie poster for Scary Movie 3 (2003).

Understatement
An understatement that sounds humble, confident or humorous such as “the classic story about a boy and his mother” from the promotions for the film Psycho (1998).

Fact
A plain fact such as “the biggest mattress warehouse in Texas.”

Mystery
A mysterious statement designed to generate curiosity such as “they’re here” from the film promotions for Poltergeist (1982).

Analogy
Analogies such as a metaphor.

Questions
A rhetorical question such as “are zombie’s smarter than we think?”

Metaphysical Conceit
An analogy that is non-obvious or nonsensical.

Non Sequitur
Two sentences that don’t follow each other that create some effect such as humor. For example, the tagline for the film Shaun of the Dead, 2004 is “A romantic comedy. With zombies.”

Sales Promotion
Sales Promotion Jonathan Poland

Sales promotion refers to the use of various incentives and discounts to encourage customers to make a purchase. These promotions can be coordinated with other marketing efforts, such as advertising, promotional campaigns, and visual merchandising, in order to achieve specific sales targets and manage the distribution of products through various channels. The following are common types of sales promotion.

Sales
Sale prices such as a percentage discount.

Volume Discount
Volume discounts such as buy two get one free.

Freebies
Free items with a purchase such as a free baseball cap with a purchase of a meal.

Contests
Contests such as prize giveaways.

Coupons
Coupons are one way to implement price discrimination as price sensitive customers will be more willing to look for coupons.

Loss Leaders
Selling an item at an exceptionally low price to attract customers to a location.

Upgrades & Premiums
Free upgrades such as more memory in a mobile device.

Terms
Temporarily offering improved terms such a telecom company that offers unlimited bandwidth on new contracts for a limited time.

Free Trials
Allowing customers to try a service risk free for a period of time.

Free Samples
Samples such as a trial size of a new product that is given out to create brand awareness.

Loyalty Programs
Offering double or triple points on a loyalty program for a period of time.

Trade Allowances
Discounts given to distribution partners such as retailers to encourage them to stock up on your product. In many cases, this is done in conjunction with advertising to support sales.

Dealer Loader
A dealer loader is a reward that is given to retailers to buy a minimum amount or to install in-store displays.

Push Money
Extra commissions for salespeople and distribution partners to increase sales volumes.

Experience Economy
Experience Economy Jonathan Poland

The concept of the experience economy suggests that companies can differentiate themselves and gain a competitive advantage by creating memorable and valuable experiences for their customers. In a market where many products and services are interchangeable and widely available, the experience a company offers can be a key factor in attracting and retaining customers. This can involve creating immersive and engaging experiences that go beyond simply providing a product or service, and instead focus on creating a holistic and satisfying customer journey. By investing in the experience economy, companies can differentiate themselves and stand out in a crowded and competitive market. The following are illustrative examples of the experience economy.

Usability
A mobile device that is pleasing and productive to use commands a higher price and enjoys higher sales volumes than the competition that have similar technical specifications but are less usable.

Customer Service
A restaurant with friendly and diligent staff develops a loyal customer base and thrives on slow nights when competitors struggle.

Luxury
A hotel that has character and superior services may achieve high ratings and occupancy rates despite high prices.

Status
A brand that customers view as a status symbol such as a symbol of wealth or membership in a group. For example, the experience of wearing the same snowboarding brands as your favorite professional snowboarder.

Culture
Experiencing culture such as the taste of food or sound of music.

Wellbeing
Products and services that provide a sense of well-being such as a relaxing spa.

Peak Experiences
Experiences that customers may view as accomplishments or events that are important to their life. For example, a wedding or travel experience.

Transformative Experiences
Experiences that transform an individual to make them better such as education or an inspiring book.

Flat Pricing
Flat Pricing Jonathan Poland

Flat pricing is a pricing strategy in which a fixed price is offered to all customers for a product or service. This approach is popular with consumers and can increase sales for a business. Flat pricing is easy to advertise, administer, and bill, making it a convenient option for both businesses and customers. The following are illustrative examples of flat prices.

Products

A site sets static prices for all customers such as $90 for a particular pair of shoes. The firm knows that the data-driven algorithmic pricing practices of its competition are unpopular. They use themes of fair and predictable pricing in their advertising, promotion and brand identity.

Subscriptions

A subscription service offers a monthly sample box of artisanal chocolate delivered for $10 / month.

Services

A telecom service offers unlimited bandwidth for a fixed rate that’s available to all customers.

Postage

Postage rates in many countries have a flat rate structure whereby it costs the same to send an envelope down the street as across the country. This makes the system far more convenient than a system of calculating point-to-point charges.

Agents

A real estate company in a competitive environment offers a flat rate price such as $3000 for closing a sale. For most customers, this represents a significant discount to the percentage based fees of the competition.

Foot in the Door
Foot in the Door Jonathan Poland

The foot-in-the-door technique is a persuasion strategy that involves asking for a small favor or agreement first, before making a larger request. The idea is that by starting with a small request, the person being asked will be more likely to agree to the larger request, since they have already committed to the smaller one.

This technique is based on the idea that people are more likely to agree to a request if they have already agreed to something similar in the past. For example, if a salesperson asks a customer if they would be willing to try a sample of a product, the customer is more likely to agree to buy the product later on. This technique can be used as either a long-term strategy or an immediate tactic, depending on the situation.

The foot-in-the-door technique is often used in sales and marketing, but it can also be applied in other situations, such as asking for a raise or a favor from a friend. By starting with a small request, you can build rapport and trust with the other person, making them more likely to agree to your larger request. The following are illustrative examples.

Influencing

Asking for something small that the other person is likely to grant to create a friendly environment such that the other person feels bad to deny a second larger request. ex. We’re going on vacation next week, could you keep an eye on our house? Sure. Actually, we also don’t have anyone to look after our dogs, could you feed them and walk them three times a day?

Sales

A salesperson for an outsourcing firm pitches an excellent price to take over a single business process that is a pain point for the customer. The customer accepts and the salesperson uses this relationship to pitch much larger deals spanning hundreds of processes.

Employment

Accepting any kind of work from a firm that you really want to work for as a long term approach to securing the job you really want. The idea is that once your on the inside you can network and impress people with your work. For example, accepting casual work in hopes of going full time.

Consulting

Consulting firms commonly try hard to get a few consultants placed at a major firm so that they can attempt to grow their footprint. The first consultants sent to such an engagement are typically highly skilled with an ability to build relationships and sell the brand.

Razor & Blades

Razor and blades is a business model that involves selling a product that consumes proprietary supplies. The razor may be sold cheaply as a foot in the door with the hope that customers will purchase blades on a recurring basis.

Product Ecosystems

A series of products and services that work together such that once you buy one it is to your advantage to buy more. A central element of the ecosystem may be sold cheaply as a foot in the door to cross-sell a broad array of compatible offerings. For example, a mobile device that is part of an ecosystem of apps, media, data, accessories and peripheral devices.

Free Trials

Free trials are a foot in the door to get a customer to use your products and services. For example, a software service with a free trial may quickly become difficult to leave as you begin to enter data and integration the software with other things.

Prototypes

Prototypes and feasibility studies are often used as a foot in the door by salespeople or employees who want to influence strategy. For example, a product manager at a beverage company wants to launch a non-alcoholic beer but faces resistance. As a foot in the door, they propose a low cost project to develop an initial formulation and test it. This gets the strategy moving and they can grow it from there.

Contact Details

A marketer or fundraiser that asks for something small and then asks for contact details that can be used to pitch much larger offers. ex. Could you donate $2 towards cleaning up ocean plastic? Sure. Can I get your contact details for our monthly newsletter about environmental issues?

Testimonials

Asking an influencer if they will try a free product or service to give you feedback. If the feedback is positive, ask them for a testimonial.

Memberships

Foot in the door may be used to sell memberships such as customer loyalty card programs. ex. Would you like a free 1 year warranty with these shoes? Sure, I guess. Would you like to join our members program for points towards free stuff?

Ground Rules
Ground Rules Jonathan Poland

Ground rules are rules or guidelines that are established at the beginning of a meeting, activity, or other situation to help ensure that it is productive, respectful, and effective. These rules are designed to create a positive and supportive environment where all participants can contribute and participate fully.

Ground rules can be specific to a particular situation or context, such as a meeting, workshop, or negotiation. They can be tailored to the needs of the group and the goals of the activity. For example, ground rules for a meeting might include guidelines for participation and decision-making, while ground rules for a negotiation might focus on communication and conflict resolution.

In addition to promoting productivity and effectiveness, ground rules can also help to create a safe and inclusive environment where all participants feel respected and valued. This is especially important in situations where people with diverse backgrounds, experiences, and perspectives are coming together. By establishing ground rules, you can ensure that everyone is on the same page and that the activity or situation proceeds smoothly.

Park Distractions
The most common type of ground rule for meetings is a request for participants to avoid behaviors that may distract them and others such as the use of phones and consumption of food.

Respect Time
Rules related to respecting people’s time such as showing up, being on time and ending on time.

Listening
A rule that one person talks at a time while the others listen with intent to understand.

Step Up, Step Back
Guidelines that ask everyone to participate equally such that everyone talks and no one person dominates the conversation with long-winded speeches.

Communicate to be Understood
Rules related to clear communication such as speaking at a reasonable volume and avoiding language such as jargon that makes your message less consumable.

Get to the Point
Asking that people be clear, concise and direct.

Stay on Task
A guideline that a group stay focused on a task list such as a meeting agenda as opposed to going off on a tangent.

Time Boxing
A rule that you follow a schedule for a meeting such as 10 minutes per item.

Be Nice
Rules related to affording people respect and allowing them to save face.

No Put-downs
Specifically asking that people not insult each other. This type of rule may be viewed as condescending in a creative environment of adults where some level of wit and resilience can be expected.

Attack The Idea Not The Person
Criticizing ideas as opposed to people.

Constructive Criticism
A guideline that participants try to build upon each others ideas as opposed to attacking ideas in a non-constructive way. For example, the rules of improvisation can be useful for some types of creative exercises.

Personal Resilience
Ground rules that suggest participants be tough. For example, a rule that no ideas are protected from criticism. This is appropriate for creative environments that are actually trying to get something done as opposed to echoing the status quo.

Challenging Assumptions
Specifically asking participants to challenge prevailing assumptions and principles.

Honesty & Openness
Asking for candor and information sharing as opposed to holding back information for some political gain.

Presence
Asking that participants fully focus on an activity as opposed to day dreaming or resting.

Make Mistakes
Encouraging participants to take risks by contributing brave ideas that may not work out.

Ask Stupid Questions
The rule that there is no such thing as a stupid question is used to encourage people to openly acknowledge when they don’t understand something. Pretending to understand is a common social behavior that results from a fear of looking unintelligent. This can cause a variety of problems, in the worst case an entire group may not understand an important piece of information with everyone pretending to understand.

Confidentiality
A rule that information shared not leave the room or if it does leave the room that no names be associated with the information.

Creativity of Constraints
Ground rules may encourage participants to tear down assumptions to allow far-fetched ideas to surface. Alternatively, ground rules may impose constraints designed to spark creativity. For example, a rule that all proposed solutions to a problem be implementable in a week.

Problems Are Opportunities
A request for an optimistic and constructive approach to problem solving.

Ideas Are Validated
A request for defensive pessimism.

Look To The Future
A guideline that a conversation avoid dwelling on the past or present to look at how the future can be different.

Foundational Principles
Ground rules may include principles that will be used to guide negotiation or idea generation. For example, ground rules for divorce mediation that state that a child’s needs will be put first in all decisions.

Win-Win Negotiation
Win-Win Negotiation Jonathan Poland

Win-win negotiation is a collaborative approach to negotiation that focuses on finding mutually beneficial solutions for all parties involved. This type of negotiation is based on the idea that both sides can come to an agreement that meets their needs and interests, rather than viewing the negotiation as a zero-sum game where one side must win at the expense of the other.

In a win-win negotiation, both sides work together to identify their common goals and interests, and seek to find solutions that satisfy the needs of both parties. This approach is often more effective than competitive or adversarial negotiation, as it creates a positive and constructive atmosphere where both sides can work towards a solution that benefits everyone.

To successfully negotiate a win-win agreement, it is important to be open and transparent about your needs and interests, and to listen actively to the other party’s concerns and ideas. It is also important to be flexible and willing to compromise, as this will help to create a solution that meets the needs of both sides. By adopting a win-win approach to negotiation, you can create agreements that are fair and beneficial to all parties involved.

Style

Win-win negotiation often comes down to the style of the negotiator. For example, some employers want employees to feel that they negotiated a good salary so that they are motived and committed. Others will push hard to win a low salary and will only hire when they feel they have won and the candidate has negotiated poorly.

Strategy

Negotiators who use a win-win strategy will more often reach agreements. Win-win negotiation has potential to discover value creation opportunities that aren’t likely to surface with a win-lose approach. For example, an employer may find that a candidate is happy to accept a lower salary in exchange for flexibility such as working at home several days a week. This may save the employer on office space as they don’t offer the employee a permanent desk. Both sides emerge feeling they have won and the employer has saved on both salary and facility costs.

Situation

Most situations allow for a win-win solution. Situations that allow for no new value to be created are often referred to as win-lose because if you get more, the other side gets less. This is often described with an analogy to dividing a fixed-size pie between people. Extremely negative situations may be characterized as lose-lose as they involve distributing losses or punishment as opposed to rewards. In many cases, even negative situations can be negotiated with a win-win approach. For example, a divorce may result in a win-win solution focused on what is best for the couple’s children given the situation.

Negotiation Tactics
Negotiation Tactics Jonathan Poland

Negotiation tactics are strategies and techniques used in the process of negotiation to help achieve an individual or group’s objectives. These tactics can be subtle and difficult to detect, so it is important to be aware of them before entering into any negotiation. By understanding common negotiation tactics, you can better prepare yourself to defend your position and achieve your desired outcome. Some common negotiation tactics include:

  • Making the first offer: This tactic involves making the first proposal in the negotiation, setting the initial terms and conditions of the negotiation. The person or group making the first offer has an advantage because they can set the terms of the negotiation and establish a baseline for further discussion.
  • Leveraging information: This tactic involves using information that you have about the other party or the situation to gain an advantage in the negotiation. For example, if you know that the other party is in a hurry to reach an agreement, you can use that information to negotiate more favorable terms for yourself.
  • Playing good cop/bad cop: This tactic involves using two people in the negotiation, with one person taking a hard line and the other taking a more conciliatory approach. This can create confusion and uncertainty for the other party, making them more likely to agree to the terms being proposed.
  • Using time pressure: This tactic involves creating a sense of urgency in the negotiation by setting a deadline or limiting the amount of time available for the negotiation. This can create pressure on the other party to agree to the terms being proposed, as they may feel that they don’t have time to negotiate further.

Overall, it is important to be aware of these and other negotiation tactics so that you can be prepared to defend your position and achieve your objectives in any negotiation. The following are illustrative examples of specific tactics.

Objections
Coming up with reasons that a deal doesn’t benefit you. For example, pointing out how a product doesn’t meet all of your needs.

Objection Handling
The process of responding to objections. For example, they can be simply be ignored or a negotiator might address objections to reduce them. For example, if a customer points out a house is far from schools a real estate agent might point out there is an excellent school a few miles away.

Bogey
Demanding something that isn’t actually important to you in order to concede it later to make the other side feel they have won.

Active Silence
Making the other side uncomfortable with an awkward silence designed to get them to make the next step.

Request an Offer
It is common to push the other side to make an offer. This can be to your advantage as it shows what they are thinking and allows you numerous responses such as acting as if the offer is out of reason.

Unjustified Assumptions
Making unjustified assumptions such as an employer who assumes an offer is contingent upon the job candidate starting next week.

Take Back
Give something and then take it back. For example, a salesperson who offers a 30% discount but later offers a 10% discount.

Selective Listening
Hearing what you want to hear as opposed to what is being said.

Absent Authority
Claiming that authority to approve a request isn’t in the room. For example, a salesperson who leaves the negotiating table to ask a manager to approve a price. If the price is rejected, the person who rejected it isn’t available to the other side.

Higher Authority
Imply that you are able to take negotiations to a higher authority if the other side doesn’t concede. For example, a salesperson who claims to have a line to the customer’s CEO. This might even go so far as implying that the opposing negotiating team may end up in trouble somehow for not reaching a deal.

Change Up
Changing your dominant negotiator and acting as if everything is starting anew.

Divide & Conquer
Trying to get the other side disagreeing with each other or pointing out inconsistencies in their stated needs and objections. This may throw the other side into disarray or shake their confidence.

Fear of Missing Out
Suggesting that the deal is at risk due to competition from other interested parties. For example, a salesperson who suggests that an item is the last in stock because it is so popular. This is designed to trigger a fear of missing out.

Rush
Imply urgency or give ultimatums that suggest a deal must be reached within a short period of time.

Delay
If time is on your side, keep delaying things or threaten to delay. For example, salespeople are often in a rush to close a deal to meet their monthly and quarterly targets. This means that customers often have time on their side and can use an offer of a quick decision to gain concessions.

Fear, Uncertainty & Doubt
Label alternatives to your offer as risky, uncertain and unknown. For example, a salesperson from a large firm who casts smaller competitors as being unstable, unreliable, unestablished and generally risky.

Reversals
Asserting the reverse of what you want. For example, a salesperson that implies a product isn’t right for a customer.

Give Out Wins
Structure negotiations to make the other side feel that they have won. This may extend to each influencer on the other side. For example, it is standard practice to set high sticker prices so that customers feel they have negotiated a good deal.

Escalating Demands
Respond to concessions with ever increasing demands.

Late Objections
Introduce new obstacles to a deal just as things are about settled.

Standout Offer
Propose several offers with one that is obviously better than the others. This may cause the other side to jump at the better offer.

Pitches
Pitch an offer repeatedly to highlight its benefits and the risks of alternatives. For example, “500k is a steal for this property and it allows you to get the house you want today before someone else makes a better offer and starts a bidding war.”

Cards on the Table
Honestly stating your position and directly saying what you really want. For example, an employer offers a salary of 75k and you say “honestly, there is no way I can accept anything lower than 105k but I am flexible about the start date.”

Compromise
Formulating proposals whereby both sides compromise something.

Bigger Picture
Stating the greater context of things to cast minor differences as insignificant. For example, “you saved a little on price but the main thing is that this is the safest car for your family, check the data and crash tests and look at our competition.”

Question Goals
Ask the other side to clarify their goals in order to make a point. “Is it salary or the opportunity to work with the best minds in the industry that is important to you?”

Dry Well
Show that you have nothing else to give. For example, I can give you the 40% discount but the free options you are asking for are simply against our policy.

Final Push
Ask for a small concession at the very end just before you seal the deal. For example, a customer who asks for a free option just before signing.

Demand Generation
Demand Generation Jonathan Poland

Demand generation is any marketing or sales activity designed to create recognition, awareness and interest in a firm’s brand and products. This can include activities such as content marketing, social media marketing, email marketing, search engine optimization, and lead generation campaigns. The goal of demand generation is to increase awareness and interest in a company’s brand and products, and ultimately drive more sales and revenue. Effective demand generation strategies can help a business reach and engage potential customers at various stages of the sales funnel, from initial awareness to final purchase decision. The following are illustrative examples.

Advertising
A telecom company launches billboard advertising to generate demand for its mobile services.

Promotion
A fast moving consumer goods company hands out free samples of a new product at a concert to generate recognition and awareness.

Locations
An electronics firm opens showrooms in prominent locations to show off their products to fans, media representatives and influencers.

Social Media
Engaging customers and sharing information, content and media such as promotional videos.

Events
A software company engages customers directly at industry events to raise awareness and generate leads and opportunities.

Sales
An IT security firm carefully hires and retains salespeople who have a large network of industry relationships. The salespeople are encouraged to generate interest in the firm.

Trendsetters
A young fashion company uses relationships with trendsetters in its niche to generate significant interest in its designs.

Customer Relationships
A design firm carefully manages customer relationships to discover opportunities and raise customer awareness about the firm’s services and capabilities.

Service
An auto manufacture provides service to vehicles while customers wait in a showroom filled with shiny new vehicles and product brochures.

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