[Apple’s Packaging] One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box
Book Cover Design
Selling = Problem Solving
Every single purchase solves a problem: Therefore, selling is about solving problem.
Taken from the book “Sales Therapy”, which one I’m currently reading. Selling is problem solving. Behing every purchase, there’s always be a problem; we buy food because we need to eat, we buy gas because we need to travel.
Oh, before I continuing on, according to this book, selling is not transaction, like we always know. It is about the relationship we are building with the customers, the understanding needs and wants, the connection. It is about the process, just like designers. Do you want to know why graphic designs are expensive? It is not about the final outcome, it is about the process which make it expensive.
Ok. To get better understanding of your customers, lets try to understand the variety of problems, for example, buying a pair of shoe:
1. The problem is purely practical
You nailed a new job, where you must wear a certain kind of boots. Then you HAVE to buy that boots. You buy it because it is a requirement, like it or not.
2. The problem is both practical and emotional
Same problem. But instead of buying any kind of boots, you are buying a pair of boots, from your favorite brand. This will satisfies both emotional problem (status) and how you perceive yourself (aspirations)
3. The problem is purely emotional
There are lots and lots example out of this one. Some of them. You already have a pair of boots. You can wear it to your new job. But then, you need new boots. You want to start a new job, with a fresh pair. Then you go buy a new pair. Or…you have nothing to do, then out of nowhere, you buy a new boots, no reason whatsoever. Purely emotional.
There is another phenomenon: impulse buying. That is when you buy a boot, because at that very moment, for 5 minute, the boots were on 70% discount. POW! you swipped your plastic card.You are pwned! or so to speak. (It happens a lot nowadays, with those credit card promos)
Now you understand, why people buy. As a salesperson, you need to learn which problem a customer have when they are walking into your shop.
to be continued…
Sales Therapy - Grant Leboff
In 2009, I promised myself to read more and more books. Novels, references, self improvement, marketings, sales or whatever interests me.
Well, at this very moment, I’m gazing over the back cover of a book I jidt bought. It’s called Sales Therapy (registered), Effective Selling for the Small Business Owner. Written by Grant Leboff.
I bought it for two reasons:
1. I like the cover design.
2. As a small business owner, the “mantra” on the back cover bought me.
It says:
Sales Therapy is an approach that will enable you to win customers by caring; means
- your focus is on the cistomer, not you
- the relationship comes first, not the transaction
- you can concentrate on the sales process, not the result
- your fulfill your customer’s goals
- you don’t make sales, you HELP people buy
Catchy eh?
It reminds me to the time I was having a ball, dj-ing with my “party organizer”, inflight entertainment.
I remember that everytime we created an event, we never aimed for ‘how much money we are getting’ or ‘i hope its going to be jam packed with liquor thirst crowds’. NO! We only wished, at the end of every event, people would give thumb-ups and nods. This would clearly mean, that the crowd are happy, and kept talking about what the event over and over. The money came to us, eventually.
So, with that experience, I must be on the right track. With the help of this book, I really hope I could find the exact right path.
Should you read this book? I will let you know.
