Speed Trust
by Kevin Hogan
Page 2
The Evolution of Sales
Selling and marketing...and, of course, branding, is evolving. It continues to be more about trust, consistency and identity along with the experience a person has.
KEY POINT: The way people buy now is more about IDENTITY.
My daughter walks in the house the other night and says, "Oh, I didn't know you had another book out. Finally, a good cover."
Now, I don't know about her judgement, but the cover on Covert Persuasion is Red and Black. (True Crime section colors and of course red is a great selling color) Obviously the other 14 covers were too, "not hip." Covert Persuasion, I can promise you, is "hip."
It tells me just as much about her as it does the book cover.
More and more people are buying a product or service because they identify with the group (or want to!) of people who buy the product/service.
You ever go in a bookstore, see a book with a weird cover and not want to buy the book even though you really want to read it?
We are that sensitive to our identity and the identity we want others to see in us.
People buy a product or service because they have beliefs about that product/service that are favorable enough to make the purchase. They aren't going to research it all out (like I do). They are going to buy the brand that is hot and trusted and makes them feel like they are part of the group that is represented by that brand. They will buy something they don't like if it LOOKS like it will give them the "right" identity in the eyes of their peers. That's true for you, me, our kids, darned near everyone.
Similarly, we will just as often buy something that matches our identity whether it fits what's culturally "in" or not.
I don't buy the "hottest" car. I pretty much buy the car with the best resale value.... As long as it isn't bright yellow or pink, I probably don't care about the color. Car status doesn't mean much to me and my identity isn't wrapped up in a piece of metal with four tires. BUT, that is not true for the majority of American adults.
Their identity is very much wrapped up in an automobile.
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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
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