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Common Questions and Answers
It could be marketing that runs counter to the time of year when competitors are running campaigns or that runs in the opposite direction of other campaigns, such as Dove’s True Beauty Campaign.
This counter motion results in greater effectiveness and far less cost in terms of time and money.
What you ultimately decide to do must be attacked with reckless abandon. Too often, great sales campaigns are developed only to be abandoned prematurely because the campaign lacked a sturdy backbone.
Keep running the campaign and expect positive direct and indirect results to accrue.
In fact, the greatest return on investment is usually found in the indirect results of a campaign that emerged without your anticipation. To find good examples of this kind of indirect result, you can look to companies such as Nike, Starbucks, Fox Television, GEICO, or Aflac, to name only a few.
Each of these companies has used disruptive marketing or sales techniques to stand out and therefore be noticed.
For several of these companies, the disruptive marketing was out of necessity, because they couldn’t afford to implement “normal” marketing programs; but in the end, these disruptive campaigns were far more successful than if the companies had followed the norm.
Remember, the underlying sales principle of disruptive selling is that success in sales comes not to those who do things the way everyone else does but rather are willing to step out and do things differently.
About the author
Mark Hunter, The Sales Hunter, is a consultative selling expert committed to helping individuals and companies identify better prospects, close more sales, and profitably build more long-term customer relationships. He is also author of “High-Profit Selling: Win the Sale Without Compromising on Price.”