In today's business climate, marketing is more important than ever. Just 20 years ago it was a lot easier for a salesperson to make a sale simply because the marketplace was less crowded. If someone wanted to buy a new television set, they went to the electronics section at a department store or a furniture store and relied upon the salesperson to tell them what to buy. There were fewer television stations, radio stations and magazines. There were fewer ads competing for the buyer's attention. And there was no internet for people to compare and contrast choices. It was much easier to make a buying decision because there was less competition and fewer options.
Today, buyers no longer have to rely on limited sources of information about a product or service. Business now involves increased competition, information, choices and more resistance. Buying cycles are longer. There is now price competition that didn't exist before. Marketing messages are identical. Because of all of this, a divide has been created between the seller and the buyer.
This separation between the seller and buyer is created by the consumer's inability to determine whether the seller's products or services are any better than those of other sellers. This creates distrust or complete apathy towards the seller's advertising messages. The business owner's marketing goal needs to narrow the divide between his company and the buyer, and restore the consumer's trust and confidence.
Portions of this text were borrowed from Monopolize Your Marketplace by Richard Harshaw.
|
