Sales and marketing: Can you pass the acid test?
By Ernest Falkner III
Zillion Dollar Thinking
The acid test is a coined phrase to indicate whether an object or subject is, in fact, the genuine article. As you thoroughly examine your marketing/sales practice and the model it represents, does it include any of the following categories that could facilitate positive decisioning?
The acid test is a coined phrase to indicate whether an object or subject is, in fact, the genuine article. Many marketing experts say that the following primary categories are the motivating reasons (test objectives) of why people buy or buy in to most anything. In many cases, it comes down to the decisioning process between the buyer and the seller and the perception of how these topics are satisfied.
As you thoroughly examine your marketing/sales practice and the model it represents, does it include any of the following categories that could facilitate positive decisioning?
To save money
This is one of the most important reasons for much of the population. Better product/service decisions because of clear and provable savings are a constant and timeless motivator.
To speed up their work
People know that time is precious and limited (and time is money — quantifiable).
Poor decisions = Lost time/lost money
Good decisions = Efficient, time saving and value added
To become more efficient
Efficiency saves time (Again, measurable).
To escape or avoid pain
With bad decisions, the fallout and results are generally always painful.
To access opportunities
Any effective model or system repeatedly highlights opportunity.
To feel safe
People feel safer and more confident if they believe they are making wise decisions — even safer if others around them do so as well.
To protect their reputation
Many bad decisions can result in a faulty reputation, and conversely, a legacy of good decisions should create a quality reputation.
To communicate better
An effective tool such as a system or model should be adopted and designed to enhance communication.
To escape stress
How stressful is a bad decision? No explanation needed.
To be informed
Due diligence driven by facts — no substitutes.
To leave a legacy
One way to live forever is gifting to friends and family a model for making wise decisions. This could outweigh almost any other legacy.
Again, the acid test (a generalized term for verified or approved/tested, as in the test for real gold) applied to anything is a fair assessment of it being the genuine item. That said, it may serve you well to apply this test, not only to your business practice, but to the many other issues you may be considering.