Archive for June 2007
The Difficulty of Developing Profitable and Unique Sales Promotions
A Universitiy of Houston professor, Betsy Gelb, and two of her doctoral candidate students, Demetra Andrews and Son K. Lam, set off to provide a most intriguing hypotehesis – sales promotions that are easy for consumer to adopt but difficult for competitors to imitate, would be disproportionately profitable. The development and discussion of this hypothesis…
Read MoreSadder But Wiser
We have all learned something the hard way, and those lessons tend to be well learned. Those of us with little gray hair can use these experiences, the way rainmakers do, to persuade the client that we know better to make such mistakes again. Though we might not want to point out a mistake we made…
Read MoreHow Price-Per-Application Can Lead to Mutual Self Destruction
Selling software as a service and pricing it on a per-application has become the vogue thing to do for many good reasons. Yet, sometimes, it serves neither buyer nor seller. In fact, it can lead to mutual self destruction. Sometimes, just sometimes, software sales should transfer reseller rights to the direct customer. In most markets,…
Read MoreTop 6 – June 2007
Revenue Capturing People like stories. They are believable and engender trust. Open you coat a little and capture their trust. Poorly imitable promotions need a time window of exclusivity. Promotions don’t just tout price, they build or leverage the brand position. Know your points of differential advantage and leverage them in your promotions. Sometimes, counterintuitive…
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