I'm not so sure selling western products is the same thing as winning hearts and minds. Eating McDonalds and buying modern electrical and communications gear doesn't mean one buys into western ideas like equality of the sexes, cultural freedom, religious tolerance, equality under the law, free speech, free markets, democracy, and secular rationalism. How do we sell those things? I don't think they put them in the bag with the Big Macs.
Exactly. That is worth a whole thread in itself. Huge topic.
Selling. What you sell to is emotions.
Emotions are engendered by huge host of things.
Advertising is a small part of getting acceptance.
To get the final close you have to first deal with a host of objections.
You've dealt with the objections and got agreement about all the solutions to those. So you ask, "Is this what you'd like to do?"
And shut up.
For however long it takes....
It's her turn.
She may say "Yes." And you can sell the car, or get married, or try out democracy.
Of course she may say, "I'm not sure." "I want to think about it." "Nope." "Looks chancy."
You're not finished are you?
Selling democracy is not the same as selling cars and probably harder than getting someone to marry you.
One thing these things have in common, though, is folk want to handle the product, kick the tires, take a test drive.
That's the problem isn't it? You can't send them out for a test drive in a crapola product. She's not going to marry you if she thinks there may be potency problems. He's not going to marry you if he surmises you don't find him sexually attractive. Etc Etc You don't think he/she didn't check out your medicine cabinet first chance they got?
So, how do you give a ME Muslim person a test drive in a nice democratic model?
How do you qualify the customers? NO point in trying to make a sale to Osama.
How do you get them to the show room?
What kind of marketing?
Oh yes. Where are you going to manufacture the nice democratic model regime?
Nothing fancy. This customer can't afford to go the repair shop every month and you can't afford the warranty problems.
frank@tomhopkinsRus.com |
