Kellyann Davis

Opportunities to Grow Snow Sports Sales and the Participant Base Today

In fact, if anything startups have a little bit of an advantage, because you pretty much are clear that you don’t have all the systems and processes in place to do effective marketing.

Episode Summary

In terms of marketing, whether you are a startup or a mature company, the problems are the same. Startups have a little bit of an advantage, because you pretty much are clear that you don’t have all the systems and processes in place to do effective marketing.

Most companies just believe sales and marketing are the same and just bundle it all together. Sales is the process of taking the customer from start to finish: lead generation, client assessment, client analysis, prescription, objection rebuttal, transaction, then referral and repeat. All of that doesn’t require any marketing. Marketing is the application of efficiency tools for scalability.

Branding as the name that all marketers give to projects and methods where they can’t create measurable ROI. Branding is often used to justify things that you just can’t measure, and in today’s technology there’s not reason to spend any money on something that you can’t measure, specially if you’re a startup. If you don’t know what you are trying to accomplish in a measureable way, how do you know if the marketing was really effective? Startups don’t have unlimited resources, everything you do with a startup has to translate into measurable ROI, on some aspect of your sale process, or you are just wasting your time and money.

 

In terms of marketing, whether you are a startup or a mature company, the problems are the same. Startups have a little bit of an advantage, because you pretty much are clear that you don’t have all the systems and processes in place to do effective marketing.

 

To compete on price is a race to the bottom. All marketing should be scalable efficiency, otherwise is just not good marketing. Three things that motivate the customer to move in action: fear, greed and logic. Fear is the most powerful, logic is the weakest one. And how do most salespeople try to sell? Logic! The customer may not even realize that they have a pain, they may not be able to articulate it. You have to articulate it for them.

You have to come up with a differentiator that is truly something that your competitors won’t do or can’t do without great effort or expense. You may not have that differentiator today, as a startup you have the advantage of wanting to create those differentiators, but the problem is many of those differentiators can take a lot of time, a lot of effort and a lot of money. If it is easy enough for you to do it in 90 days, then it is easy enough for your competitors to do it in 90 days. You have to be willing to invest the time, effort and energy to develop things that nobody else can do without spending a lot of time and effort and energy. That’s how you kill the market.

The winners are going to be people who recognize patterns AND offer simple interfaces to them. The fact is that technology is on the verge of becoming invisible but the problem is it’s not invisible enough. Companies wanna sell technology, but your typical employee at a company in America or anywhere else does not want to think about that from the technology side. That’s the software company’s job. So what they want is a very simple interface, and technology companies lose sight of that fact, they forget that most of the people that are working out there either aren’t good with technology or don’t really want to be good with technology.

 

Most companies just believe sales and marketing are the same and just bundle it all together. Sales is the process of taking the customer from start to finish. Marketing is the application of efficiency tools for scalability.

Great companies think about the customer’s experience and then they use technology as a tool to make that customer experience phenomenal. Nobody really cares in the end of the day whether or not the things that you’re doing happen in Mexico or in the US, they care about their end experience. The parts of it that you do on the backside, that’s your secret sauce, that’s your business model and should be effectively invisible to the customer. If you focus on that and use your intelligence and resources to make that better than anybody else you’ll be successful.

X

For a written transcript copy of this interview please fill in the information below:

Thanks! we will be in touch soon

Close
Focus Mode

Contact Request

Close

We will call you right away. All information is kept private