Category: Marketing
How to Scare Away a Customer
How to scare away a customer? Simple. Make mistakes, and waste every opportunity to correct the mistake and surprise the customer. Yes, making mistakes is human, and it can happen. But, obviously, this can harm your customer, generating discontent. However, more often than not, it will not be the error itself that will determine the…
The Long Tail Strategy
Chris Anderson was born in London, but as a child he moved to the United States, where he graduated in Physics. He started his career as editor of the scientific magazines Nature and Science. In 1994, he started working as an editor for The Economist magazine, where he stayed until 2001, when, then, he started…
The Jevons Paradox
The Jevons paradox was described by the English economist William Stanley Jevons in his book “The Coal Question”, published in 1865. In his analysis, the author noted that advances in the efficiency of steam engines, which provided a lower consumption of coal to produce the same amount of energy, led, however, to an increase of…
The Innovator’s Dilemma
Even companies that have good management but always seek to innovate their products within the same standards can fail precisely because they do not innovate outside the standards. If the industry had focused solely on developing VHS technology, it would never have come to DVD. This is the core concept of Harvard Professor Clayton Christensen’s…
When Less Is More in Marketing!
Offering various consumer options may not be a good strategy. Have you ever been in doubt which shampoo to choose. See the options that a renowned brand offers on the supermarket shelves: restoration, hydro-cauterization, fall control, hydration, extreme smooth, defined curls, strength and reconstruction, hydra-vitamin curd, extreme shine, rejuvenating repair, smooth and silky. Easy to…
The Basic Competence for Success in Sales
While many organizations are concerned with various aspects and characteristics of their sales force, the most important of them is often overlooked. Credibility is the most important skill of a salesperson, and this is proven in many researchs and specialized studies. There is a very interesting quote from the American writer Rebecca Solnit, who expresses…