6 Attitudes to Avoid!, Marketing and Sales

You may be tempted to make choices that seem easy to sell, but are actually bad ideas… Here are a few to avoid altogether.

#1. I want to sell to everyone

Contrary to what you might think, trying to sell to everyone is a bad idea. Why? Because it is impossible to talk to everyone at the same time. Proof: even big brands don’t do it in the simplest products that a priori all look alike. Contrex, Perrier or Hepar, for example, each have different positions. They are aimed at specific consumers: those who want to hold the line for Contrex, those who want to record for Perrier, or even those who want to take care of their health, especially transit, for Hepar. This allows you to craft more relevant messages that speak to your target audience.

You may also be tempted to attack your market on price and sell to everyone: again, this is a bad idea as you risk not making a profit in the long run. A Serbian proverb says: “It is better to win in the business of straw than to lose in the business of gold.” The solution is to refer yourself more to a place, to people you know, clearly identify or already exchange. For example, it’s easier to find a golfer or a cigar smoker to message her… than it is to do it with CSP+ or a housewife under 50, which remains a very vague population. The advantage is that you will know where to find these populations and how to reach them.

#2. Pay attention to the price

Price is not your first selling point because it is not the only expectation of your customers. Above all, your customers want you to meet their needs.

There are two schools of thought when it comes to pricing: either you announce your price immediately or you don’t. For my part, I never disclose my price without asking me… As long as a person does not ask you for a price, it means that he is not ready to do business with you. That’s why I focus on first identifying the need and demonstrating how I can meet it before announcing my prices. Plus, I offer the same rates regardless of clients. It’s easier for me, it saves me the hassle of getting a quote.

#3. We miss your wedding day (aka your opening!)

You may also be tempted to give it your all during the development phase of your proposal and product, then rest on D-Day. But launching is a dedication to all the work you’ve done. So you have to be careful how you announce the launch. As my father-in-law said, “You don’t get a second chance to make a first impression. »

#4. Don’t judge yourself too harshly (your customers are your judges)

The question of legality often arises among entrepreneurs: Is it legal for me to offer this, to say this? In fact, if you’re sharing content, know-how, it’s not up to you to judge your legitimacy or credibility, it’s up to your customers. It is your customers who will tell you if it is legitimate for you to talk to them. And am I legitimate to write this book? I do not know. On the other hand, what I do know is that I become one from the moment I do it, from the moment I share what I see, what I experience. This is not controversial, because I have the right to express my opinion, my thoughts.

#5. Making it complicated…while making it simple is just as good and cheaper!

For example, you may be motivated to seek new clients when you already have clients. It costs you three to five times more to acquire a new customer than to retain your existing customers. How to build loyalty? By listening to its new needs to offer new products and new services if necessary.

#6. Don’t ask yourself

Check if your offer is still valid. To do this, track your progress with clear data. You can apply the Pareto principle or the 80/20 method. I applied it to my agency: analyzing the various services I sell, I realized that 80% of my activity is 20% of my clients. And that’s why I spent a lot of time selling different services, finally, focusing on support, what I like, what my customers expect, I was able to easily change my activity, make it more vibrant and sustainable. , and avoid bankruptcy.

Pierre Dron “Awesome. Succeed by creating a unique, sustainable and profitable brand” published in September 2021 by Alisio publications.


Brand creator Pierre Dron is also the founder of Citron Bien (in 2011). He coaches entrepreneurs and artists. He specializes in innovative strategies and creative content. As he faces the challenges ahead, he advocates creativity and confidence as keys to success. This text is his “Significant. Succeed by creating a unique, sustainable and profitable brand” published in September 2021 by Alisio publications, 303 pages, 21 euros.

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