And you thought selling was tough!!

Most people (including some in the profession of selling) consider that selling is a tough job and stay away from it.  They are partially right.  Selling is tough but there is something even tougher than that!  Experienced sales guys know that and are always on the look out for solutions in that area.

And that is Usage!

We do not have to go elsewhere to see the truth of this statement.

Of those of us who bought a vacuum cleaner, how many have used it regularly or even used it once?  If we want an even starker example, let us consider the case of a tracksuit or a running shoe.  Most of us have bought one or even both but how many can claim to use it regularly?

And if you consider the time that we took to buy any of these products, they are not very long. We perhaps saw a clean home in an ad or watched a demo by a vacuum cleaner salesman (wish we had him on call every week!!) and signed on the dotted line.  Buying the track suit or the running shoe was even simpler.  There was a great ad of a slim and athletic looking person in the ad that motivated us to walk (or perhaps drive) to the nearest sports retail outlet and pick up one without batting an eyelid.

So you can see how easy it is to sell or market a product the first time!  But it needs constant or regular usage to trigger word of mouth advertising or for repeat purchases which hardly ever happens.  And that is the biggest challenge!

Buying is momentary but it takes sustained efforts & discipline for usage!!

Those who pursue sales, focus on the purchase but those who desire brand leadership focus on the usage and invest substantial time and effort in getting their customers to use their products.

Need to say who is in the majority!!

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3 Comments

  1. March 31, 2011 at 10:05 am

    Product sales may be easier as you have said above. Try selling Services !!!!

  2. badrirag said,

    March 31, 2011 at 10:56 am

    When I talked about selling,it is inclusive of products and services. Well you might consider selling services as really tough but you would agree that getting your services implemented within your client organization is even tougher!

    And that is the point i want to drive home!

  3. April 1, 2011 at 5:11 am

    […] I think about this phenomenon, I can see a very close connection with the usage principle that I wrote about just yesterday.  Just as it is easier to buy than use, it appears to be easier […]


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