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Charles L Martin has spent a lifetime experiencing hard won sales and marketing battles in the fashion (7th Avenue), film (Hollywood), food & beverage (Worldwide), and social marketing (SoCal) industries. He enjoyed working as an assistant to Liz Ortenberg (Claiborne), Tommy Hilfiger, and producer Scott Rudin, among others. He has worked for Esprit, D.F. Sanders & Co., more than 25 other A-List actors and producers, Rhino Chaser's Beer, EarthLink, United Tranz Actions, OpenTable and now LivingSocial, which is the coolest gig around.

The concept of Anticipation Marketing is his specialty. He loves marketers and sales hacks. He loves (or dislikes) your company. His rants on hotheadblog.com may inspire you. They may ignite you. Either way, it's all good. Follow Charles on Twitter @vendorcloud

Charles is a 4-time marathoner with a 3:58 PR. He also enjoys loads of time with his awesome family as well as advocating in modernist architecture, fine wine, craft beer, master Japanese gardens, xeriscape, politics, and music. email him at vendorcloud@gmail.com .

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There’s always room for confusion

By Charles Martin | June 17, 2008

Is there room for confusion in what you say or sell to  your customers?

Seth posted about the Chubb fear letter and I posted about the Chubb fire protection.  I emailed with Seth and tried to defend Chubb, but he wasn’t having it.

This past weekend I went to dinner with some captains of industry.  The steak took 2.5 hours to prepare but I met a friend of a friend and that guy sells on confusion.

Seems he works for a broker in town that sells Chubb.  He’s a seller that likes to confuse.  Keep your prospects confused and then, after all, they’re confused.  No real stud seller of any ilk does this.  Fear is the other tool this guy used to try to convince me that my Chubb wasn’t the Chubb that he sells and that I had it all wrong.

What he doesn’t know (and apparently doesn’t read these pages) is that I dug in hard at Chubb yesterday and found out through CEO offices, underwriters, and my own agent that this guy had it all wrong.

I didn’t call him or email him back after he threw the pie in my face.  In many cases, and like you, I write the angry email and then leave it.  I won’t send it.  I get more enjoyment out of meeting guys like him later and smiling right through his eyeballs while he thinks he has one up on me.  Viva la Vida.

But seriously folks, selling on confusion or fear or any other static driven message is all wrong.  Lay out the facts, bad or good.  Give them every scenario that can occur.  Document it if you like if you’re the “told you so” kind of person or if your company requires records of every conversation, but keep the facts on the table.  And make sure you have the facts.  Don’t be afraid to admit you don’t have the facts.  Southwest has rallied through every economic downturn because the UNDERpromise and OVERdeliver.  You’ll get a seat, it’ll be less than most, and we’ll be on time.  It’s working.

Oh and btw, this guy has a mortgage that he can’t get out from under because he’s too proud to call for help.  That shi* eating grin he had on his face won’t look so good in foreclosure.

Topics: Big biz, Sales Acumen | No Comments »

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