2 engaging days of discussions, insights and sharing experiences. Intense questioning. Would like to detail one particular question that cropped up quite a few times during our interactions.
The Question - How can I boost sales and build customer loyalty?
The Answer – Do what they did:
* AIRBNB launched their ‘Belong Anywhere’ campaign that highlighted personal stories of travelers and hosts, creating emotional connections and making Airbnb synonymous with adventure and community. The strategy was clear – don’t sell accommodation, sell experiences. CREATE MOMENTS OF MAGIC.
* APPLE launched its retail stores with a unique strategy - Apple Store employees were trained to ‘sell the solution, not the product’. Instead of simply pitching an iPad as a gadget, they’d ask customers, “What do you want to achieve with it?” and then customize the demo to their needs. SELL SOLUTIONS.
* A XEROX salesman once secured a massive deal using nothing more than a paperclip. During a sales pitch, the prospect seemed distracted, so the salesman picked up a paperclip, twisted it into a unique shape, and handed it to the client, saying, "This is how we'll solve your problems—by thinking differently." BE INNOVATIVE.
* MASTERCARD’s ‘Priceless’ campaign began as a simple ad showing a father and son attending a baseball game, with the tagline: ‘There are some things money can’t buy. For everything else, there’s MasterCard.’ This emotional approach resonated deeply with people and became one of the most successful ad campaigns in history, boosting sales and brand recognition globally. BUILD EMOTIONAL CONNECT.
* STARBUCKS introduced the concept of personalization by asking for their customers’ names and writing them on cups. This small gesture created a sense of ownership and connection, leading to a massive boost in customer loyalty and sales. PERSONALISE YOUR APPROACH.
* DOMINO’S PIZZA faced criticism for its quality in the late 2000s. Instead of ignoring it, they launched a campaign admitting their mistakes and showcasing how they improved their recipes based on customer feedback. This transparency and humility resonated with customers, leading to a massive turnaround in sales. BE TRANSPARENT.
Now you know what to do. Go do it.
Channel Management Workshop for Godrej & Boyce Mfg. Co. Ltd. (Godrej Enterprises Group), New Delhi.
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