Lili Krakowski on mon 3 sep 07
Well, now, when it comes to selling points, be sure to cover the sharp ends
well.
For goodness sake! Eleanor et al! You are charming, intelligent, elegant,
educated people! It is an honor and a pleasure for anyone to meet you!
Most of ClayArterrs jumped into the claybin farer gripping and fascinating
lives at something else! When people meet you they are inspired! My
goodness! it is so amazing!
One CANNOT sell ANYTHING! One only can give temptation a shove! You
cannot sell me 4 inch spike heeled shoes! You cannot sell me a locker in
Dunhill's cigar vault! What you can do is push me over the edge to buy what
I am tempted by--but not quite sure of. That is what great ads do.
Not that I know zip about cloistered nuns: BUT I know I cannot sell her
lipstick. I suspect--the order permitting--that I could sell her a fancier
hand--
People come into your shop. From many indicators you can read how much they
can spend. Greet them warmly. Draw their attention to a trivial thing that
you want their opinion of: "What do you think of this color? It is new, I
got the recipe from [name famous potter they just may have heard of, or pick
some outlandish place] do you like it? " From their reply you can get
clues.
But throughout remember you are the hostess, it is your place --charm them!
If they just are bored browsers you might point out what is selling
well..."Those blue mugs have flown out of here today...wonder what makes
this Blue Mug Day?"
And one earnest hint. No matter what their accent is, do NOT ask where are
you from. There are total strangers who feel entitled--it infuriates me.
Probably others too. My answer should be "None of your business" --but I
generally say "Constableville, NY" and if they add another word I leave.
Lili Krakowski
Be of good courage
John Rodgers on mon 3 sep 07
Lili,
You are dead on.
Selling = pushing a boiled spaghetti noodle.
Marketing = pulling a boiled spaghetti noodle
Guess which one covers the most distance?
Marketing is the determination of what people want. Involves market
research, and the production of what people want.
Selling is the nudge to get people to buy the product once what people
want is available.
Marketing vs Selling - both are required, but marketing comes first. and
a greater effort must be made there if selling is to be successful.
When people talk to me about going into business, or about business
plans, and ask me to review what they have as a plan, the first thing I
ask them is - "Where it your marketing plan?" Without that, all the rest
is moot.
Something to think about!
John Rodgers
Chelsea, AL
Lili Krakowski wrote:
> Well, now, when it comes to selling points, be sure to cover the
> sharp ends
> well.
>
> For goodness sake! Eleanor et al! You are charming, intelligent,
> elegant,
> educated people! It is an honor and a pleasure for anyone to meet you!
> Most of ClayArterrs jumped into the claybin farer gripping and
> fascinating
> lives at something else! When people meet you they are inspired! My
> goodness! it is so amazing!
>
> One CANNOT sell ANYTHING! One only can give temptation a shove! You
> cannot sell me 4 inch spike heeled shoes! You cannot sell me a locker in
> Dunhill's cigar vault! What you can do is push me over the edge to
> buy what
> I am tempted by--but not quite sure of. That is what great ads do.
>
> Not that I know zip about cloistered nuns: BUT I know I cannot sell her
> lipstick. I suspect--the order permitting--that I could sell her a
> fancier
> hand--
>
> People come into your shop. From many indicators you can read how
> much they
> can spend. Greet them warmly. Draw their attention to a trivial
> thing that
> you want their opinion of: "What do you think of this color? It is
> new, I
> got the recipe from [name famous potter they just may have heard of,
> or pick
> some outlandish place] do you like it? " From their reply you can get
> clues.
>
> But throughout remember you are the hostess, it is your place --charm
> them!
>
> If they just are bored browsers you might point out what is selling
> well..."Those blue mugs have flown out of here today...wonder what makes
> this Blue Mug Day?"
>
> And one earnest hint. No matter what their accent is, do NOT ask
> where are
> you from. There are total strangers who feel entitled--it infuriates me.
> Probably others too. My answer should be "None of your business" --but I
> generally say "Constableville, NY" and if they add another word I leave.
>
>
>
>
>
> Lili Krakowski
> Be of good courage
>
> ______________________________________________________________________________
>
> Send postings to clayart@lsv.ceramics.org
>
> You may look at the archives for the list or change your subscription
> settings from http://www.ceramics.org/clayart/
>
> Moderator of the list is Mel Jacobson who may be reached at
> melpots2@visi.com
>
>
| |
|
