THE
FIVE MANAGABLE MARKETING TRUTHS: Our New Rules of Engagement
Many companies today are caught in the
devastating intersection of a changing economy and commodity based products
and services. Traditional sales & marketing strategies and
tactics may fall painfully short of the economic challenges ahead.
Max points to The Five Manageable Marketing Truths:
1.
Individuals and companies are aggressively
co-managing short-term and long-term plans.
As a result, buyers and sellers
must transition from transactional (event driven) selling, to consultative
(relationship driven) selling styles.
2.
3.
To support this consultative selling style,
commitments of greater magnitude must be exchanged between you and your
client/vendor. The two partners will then function in a synergistic complementary
relationship.
4.
Partners will continually have to leverage
greater expertise into their first tier accounts to gain ‘proprietary
value or the perception of proprietary value’ in the eyes of their
client. This expertise may well come from strategic alliances.
5.
Smart evolving companies will only own assets
in their core competencies, and all non-essential functions will be outsourced.
This shift creates an opportunity to become more invasive to your client,
which will in turn cause them to become more dependent upon you.
Max provides case study examples that illustrate
how implementing these "truths" can help companies create a more
stable corporate marketing future regardless of outside economic disturbances.
