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Marketing Hard-to-sell Products 1
Introduction: Customers do not want to buy something just because the organization thinks it is
worth, they want to buy what they think is worth. We often see this scenario in the retail
business where after buying a car the dealer pushes you to buy an extended warranty plan.
Customers don't care what the organization thinks unless it's in line with what they think.
Huskins, P., writes that “Marketing is usually focused on sales to the customer/retailer. The
traditional trade marketing role is intended to own the shopper, but is usually the 'buck-stops-
here' point of contact” (p.30, 2011). To excel in marketing it is important to study the craft, and
master the art of serving your customers quickly and eloquently. Customers resist such pushy
marketing techniques today more than ever. But there exists certain products which the
customer may think he does not need but with constant education of the perils of not possessing
one may eventually change his mind. Health related equipments such as sugar level monitoring
and blood pressure monitoring products fall into such a category.
Uncertain Customer relationship during the Initial Stages: Companies present a certain
marketing plan to sell their goods and services but often the needs and demands of others are not
similar in nature and therefore make sales & distribution a very challenging process. Marketing
techniques which push a particular product or model or option without detailing its value often
results in the customer walking away from it. When marketing a product which is not an easy
sell, the marketing manager must divide this kind of customers into a different market segment.
Mullins, J. W., Walker, Jr., O. C., define market segmentation as "distinct subsets of people with
similar needs circumstances and characteristics that lead them to respond in a similar way to a
particular product or service offering" (p.17, 2010). The marketing personnel should be trained
to quickly recognize such customers and target them with a non-traditional marketing approach.
Marketing Hard-to-sell Products 2
Lee, T., states that “companies that can accurately segment their customers based on their
behavioral characteristics will earn a better return on its marketing campaigns than competitors
that cannot” (p.51-61, para7, 2011). In today’s world, It is getting more difficult and expensive to
market products and services, (especially complex ones) using traditional advertising
approaches. In the absence of proper training to recognize such target customers, the result
would be dwindling sales and demoralized workforce.
Formulate Strategic Marketing programs and Ideas: In such cases where complex
products needs to be marketed, multi-step marketing can be promoted to both educate your target
audience and establish yourself as a trusted advisor. This trust is the foundation for any
meaningful communication between two people. Honor your customers trust by making their
best interest your first priority. You cannot sell anyone anything without this trust and rapport.
If they don't feel connected, and trusting of you, then they are all on their own in the buying
process, and you have no say in the matter. Allow your customer to lead early on in the phase
when they are explaining why they do not want to buy this product. Andrea V. Hernandez states
that such a technique, “gives you a profile of the customer. It gives you an idea what their needs
are and what their future needs will be” (p.1, 2007). Have them point to the product that makes
them feel good and ask them, what do you like about this one? Allow then to choose the product
that they feel good about, getting to know your customer and their taste, and uncovering their
real motivation. Rather then ask prospects to buy immediately, you want them to come back to
you after you put them through a sustained education process. The information you provide
shouldn't be a marketing pitch. Its purpose is to educate prospects about your product or service
and common problems to avoid. Guillermo D'Andrea, David Marcotte, & Gwen Dixon Morrison
Marketing Hard-to-sell Products 3
state that a marketing department can “Turn your stores into centers of learning, where shoppers
can fill the gaps in their product knowledge” (vol. 88, 2010). Help the customer make an
informed purchase decision. Spear, K., agrees that “shoppers recalled seeing and interacting with
retail marketing, and then went on to increase their spend significantly after interacting” (p.25
2011). Establish yourself and the organization you represent as an expert in the field. Position
your team as a trusted advisor who can assist with making the right purchase decision. Follow
up leads in a systematic fashion with phone calls or mailings. Now you have moved beyond the
stage of talking to a prospecting customer to a live one.
Conclusion: Since the marketing process is broken into smaller chunks, and supplies the
customer with enough information at each stage, it makes it easy for them to proceed further. A
high hurdle has been converted into a series of smaller steps. Such a marketing technique
involves more perseverance than the traditional but when you consider that it can become your
entire lead-nurturing process, it's worth the effort. Many brands have made a big name for
themselves in the industry through constant perseverance. This sounds simplistic, but by this
point the right plan of action should be apparent. Such perseverance strategy should be
summarized in an active, concrete, specific and powerfully worded paragraph. A marketing
strategy is loaded with make-or-break implications as it guides your company's entire marketing
plan. From this summary, a marketing plan should be developed, or a marketing calendar, which
describes the critical path for each element of the strategy. Vicki Gerson in her article states that
“a marketing plan states what will be done, who will do it, when they will do it, why it will
be done, how it will be done” (p.38-44, para 6, 1998). Follow the plan. And at regular intervals
review it based on feedback. Continue to hone your plan, but look at it as a long-term
Marketing Hard-to-sell Products 4
proposition.
References
Andrea V. Hernandez. (23 January). Got a good marketing plan?: A marketing plan will grow
your small business to a target audience. McClatchy - Tribune Business News,1.
Retrieved May 13, 2011, from ProQuest Newsstand. (Document ID: 1199906461).
http://proquest.umi.com/pqdweb?
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Guillermo D'Andrea, David Marcotte, & Gwen Dixon Morrison. (2010, December). Let
Emerging Market Customers Be Your Teachers. Harvard Business Review, 88(12).
Retrieved May 13, 2011, from ABI/INFORM Global. (Document ID: 2203285131).
http://proquest.umi.com/pqdweb?
did=2203285131&sid=1&Fmt=2&clientId=74379&RQT=309&VName=PQD
Huskins, P.. (2011, February). Same story...so don't expect a different answer! Retail World,
64(3), 30. Retrieved May 13, 2011, from ABI/INFORM Global. (Document ID:
2311031861). http://proquest.umi.com/pqdweb?
did=2311031861&sid=3&Fmt=2&clientId=74379&RQT=309&VName=PQD
Lee, T.. (2010). Head or Tail? An Integrative Analysis of Customer Value and Product Portfolio.
International Journal of Business and Management, 5(12), 51-61. Retrieved May 13,
Marketing Hard-to-sell Products 5
2011, from ABI/INFORM Global. (Document ID: 2225191331).
http://proquest.umi.com/pqdweb?
did=2225191331&sid=1&Fmt=3&clientId=74379&RQT=309&VName=PQD
Mullins, J. W., Walker, Jr., O. C. (2010). Marketing management: A strategic decision making
approach (7th ed.). Boston: McGraw-Hill Irwin. ISBN: 9780073381169.
Spear, K.. (2011, February). Shoppers under the influence: how in-store marketing increases
shopper spend. Retail World, 64(3), 25. Retrieved May 13, 2011, from ABI/INFORM
Global. (Document ID: 2311031831). http://proquest.umi.com/pqdweb?
did=2311031831&sid=3&Fmt=2&clientId=74379&RQT=309&VName=PQD
Vicki Gerson. (1998, September). Arming yourself with a marketing plan. Bank Marketing,
30(9), 38-44. Retrieved May 13, 2011, from ABI/INFORM Global. (Document ID:
34665606).