Hidden Influence: What Salespeople and Marketers Don't See
that Causes Their Failure
Kevin Hogan
Why is it that most professionals...people paid to do what amateurs
can't do...are failures at sales, marketing, and in fact...in general.
Seriously:
Ever wonder why most advertising fails when the people writing
the ads, doing the commercials, etc. are "professionals" with
mouth watering budgets?
The fact is that the majority of advertising, marketing and
professional salespeople should be successful but they are not
even close.
They are in the red for the company they work for.
Why?
How is it that people who want to show you how to market
or excel in sales, for the purpose of YOUR prosperity....
why is it that they can't make a dime themselves?
There a few core factors involved in their failure.
Most advertisers know their market....the demographics
of their customer. Age, height, weight, sleep patterns, spending
habits, and so on.
Unfortunately marketers, salespeople, advertisers, teachers
and parents don't know what influences the people they need
to influence.
I think the first time I recognized this why most people were
failures in sales and marketing and in fact all areas of
influence...it was when a guy I was working with used "AIDA" as
a way of describing sales and marketing.
He said it was an old formula in selling, and it's how you sell
anything.... Attention, Interest, (Desire, I think), and (Action, I think).
I don't recall the last two because the first two weren't correct to
begin with. The formula will not yield the hoped for results. It will
fail.
Essentially, it is axiomatic that it will fail far more often than
it will work.
Yet sales managers train their people that this is the answer, the formula.
Don't get me wrong.
Capturing attention, building someone's interest, finding out what
they want and getting them to take out their wallet isn't terrible.
But the concept is doomed to fail for most people in most situations
even though gurus will teach you stuff like this.
It's also more evidence for the fact that salespeople fail in large
part because they are given inaccurate information from the git go.
There is nothing wrong with getting someone's attention and their
interest. Nothing at all. In fact, I'll argue another day they can be very,
very important. The point is that it's a kindergarten notion.
"Is the wooden block blue, Johnny?"
"Yes teacher."
"Good job."
Yes, Johnny was able to confirm to the teacher the block was blue.
He didn't know why it was blue, how it got that way, what the process
of making the block was, or what he could do with the block once
it was in his hands.
He knew...it was blue.
Only a very small percentage of actual sales CLOSED "begin" with
"attention."
The vast majority of all sales that get CLOSED started
with something very, very different...something far more important!
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How is it that people who want to show you how to market
or excel in sales, for the purpose of YOUR prosperity....
why is it that they can't make a dime themselves?
