I went to another of Brighton City College’s sociable and relaxed networking events this week where Melanie Page from the Sussex Innovation Centre gave a stimulating talk on selling. Apart from the very useful 10 reasons to call a prospect without seeming desperate for their business (“I read an article about…I referred someone to you…There is an event coming up…etc), she also outlined 3 key principles which made a change form the usual “benefits not features” mantra:
1. Focus on the customer (Find out what they want)
2. Earn the right to advance (Check what to do next)
3. Persuade through involvement (Ask questions and refer them to other things)
Given that this is about empathy, asking the right questions, listening, co-operation, and information market researchers really should be quite good at this.
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Following up on that previous post about Digital Rights Management, evidence that the music industry isn’t going to die a sudden death and free digital downloads represent an opportunity.
Overall CD sales are down because music lovers are downloading instead. But a majority are still buying CDs of their favourite artists and downloading to sample new and unfamiliar music.
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This article in the Economist discusses a recent US ruling that it is legal for DVDs to be copied so that they can be watched around the home or on other devices. It goes on to look at copy protection for music in light of Steve Jobs recent announcement of the deal with EMI that some of their music will be available without any copy protection. Others are sure to follow.
It makes no sense to consumers that they cannot play a DVD or CD they have bought on any device they choose and there are even suggestions that legitimate sales and revenue from media would be higher without copy protection.
I like the idea that the target is now those who are copying media and making it freely available to thousands. And no prizes for guessing who is leading that.
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