Jujitsu marketing is a term that means there are psychological cues or triggers that can help anyone sell anything. So no matter what you sell: if you sell books, cars, insurance, real estate – whatever, these triggers will be able to help you. I call it jujitsu marketing because in jujitsu, minimal effort is needed to conquer an opponent. So if a salesperson is savvy and knows how to engage the action, he or she can manipulate today’s sophisticated customers without appearing to do so.
Let’s face it, today’s customers are VERY sophisticated. She has a voice and that voice is loud, far-reaching and social. Let’s talk about how smart our customers are today.
Today’s customer is always connected. 24/7. They assume that everyone else is too! The fact that there are 150 million conversations transpiring daily on social media bears this out.
Customers today are mobile. They never go anywhere without their smart phones. Over 700 million smart phones were sold in 2012.
Customers today are “in the know”. They are resourceful and adept at finding useful information on the fly. More than 40% of them will compare prices, ratings and reviews on their smart phones while in a store.
How can salespeople deal with these smart, demanding, vocal, socially savvy customers? After all, 4.5 billion people are connected to social networks. And more people will buy from family and online friends than from salespeople. After all, 57% of buyers nowadays will have made up their minds about buying a product before even visiting a salesperson. So how is a salesperson able to compete?
The Principle of Contrast is one jujitsu marketing trigger that any salesperson can use. The following experiment best illustrates how this trigger works.
Subjects were asked to rate the taste of cookies coming from two containers, and were told that both of the cookies had been freshly baked earlier that morning. It’s now 3:30 in the afternoon and Container A contains 13 cookies in it while Container B has 87 leftover cookies. Which container holds the best- tasting cookie?
While you mentally jot down the answer to that question, here is the link to the Selling Outside the Square book. The new, perfect-cover version costs a whopping $11 on Amazon while the electronic version runs about $6 on Kindle.
Back to the cookie experiment: Which cookie tasted better? Answer: Subjects rated the cookies in Container A as tasting better. Why? Because more cookies had been taken from Container A than Container B. The subjects believed that because there were fewer cookies in Container A, they must taste better! The truth is, the SAME EXACT cookies were in BOTH containers. Holy marketing jujitsu! We just assume that the cookies in Container A will taste better because there are fewer of them.
How can the Principle of Contrast trigger be used against a smart consumer? Using the principle of contrast, a salesperson might explain to a savvy shopper something like this: “We started this morning with 100 cell phones. We now have 83 iPhones and only 13 Galaxy smart-phones left. Which do you think might be the cooler phone to buy?”
Written across the wall of a cave were the following symbols:
It was considered a unique find and the writings were said to be at least three thousand years old!
The piece of stone was removed, brought to the museum, and archaeologists from around the world
came to study the ancient symbols.. They held a huge meeting after months of
conferences to discuss the meaning of the markings.
The President of the society pointed to first drawing and said:
“This is a woman. We can see these people held women in high esteem.
You can also tell they were intelligent, as the next symbol is a donkey,
so they were smart enough to have animals help them till the soil.
The next drawing is a shovel, which means they had tools to help them..”
Even further proof of their high intelligence is the fish which means that if a famine
hit the earth and food didn’t grow, they seek food from the sea.
The last symbol appears to be the Star of David which means they were evidently Jewish.
The audience applauded enthusiastically.
Then a little old Jewish man stood up in the back of the room and said,
“Idiots, Hebrew is read from right to left……
It says: ‘Holy Mackerel, Dig The Ass On That Chick!’
Here is what others are saying about Selling Outside of the Square: (By the way, you can buy Selling Outside of the Square today only for $2.85.) Selling Outside the Square
Hi, first of all I must tell you that your book Selling Outside the Square is great! It has a fresh look, it’s funny, and it’s interesting and easy to read while we can learn useful things! (This is not really a review, just my opinion )
Selling Outside the Square
Sometimes I get bored of standard marketing books. Selling Outside of the Square rocks! I liked the science in it. Funny too. -DH
Selling Outside the Square
SPOILER ALERT: Here is someone who did NOT like something about the book.
The only bad thing with Selling Outside of the Square is when I tried to give it a 5 star Amazon review. I tried to post it right now (I just finished its reading), and it seems that buying it from this link for $2.85 will not allow me to post an Amazon review. Not sure if it’s a mistake, or just because I didn’t buy it through Amazon but it’s not letting me post my review there. But I wanted you to know that I tried. And that Selling Outside of the Square is funny yet useful. Again, people, this is a very useful book!
Selling Outside the Square
Hi Robert, just finished your book. Here is my review. I kept it short and sweet and I did not critique anything but the content so it can easily be transferred to Amazon etc.
Selling Outside the Square is a thought provoking book that grabbed and kept my attention from the first sentence to the last. Robert has obviously done his homework and clearly demonstrates the science of selling to Generation X. There are many different selling perspectives to consider, choose from and incorporate. I especially liked the reference of other professionals and authors, as well as the links to service providers who can help deliver your message effectively. An easy read, this book is recommended to those who wish to learn more about who is buying and why they are doing so. Anita Ericksen, Edmonton, Canada.
Consultant, Author of
“FF&E, Furnish and Equip Your
Vacation or Executive Property in Five Days”
Here is the link to the Spanish version of Selling Outside the Square:
Vendiendo Fuera de lo Acostumbrado
SELLING OUTSIDE THE SQUARE by Robert Boog is an interesting and useful sales book. The author concentrates on selling to those who were born after 1969 and refers to them as GEN-ME, taken, presumably, from what pundits have referred to as the me generation.
He proceeds to offer a long list of generalizations about the generation, some firmly rooted in analytical studies, some more anecdotal, and generates a lot of tips on how to sell them.
While this book’s generations are not based upon scientifically-demonstrated sociological or psychological analysis, It is an easy read and many of the tips are useful. If this generation is your target, many of the tips and some, but many fewer of the generalizations about this generation are worth considering and putting into practice in your sales efforts.
Jeffrey R. Orenstein, Ph.D. CEO, Suncoast Digital Press
Dynamic Ebook Publishing And Marketing
By Bob Boog·
Word of mouth marketing is a type of referral communication from person to person that tends to rely heavily upon the credibility of the source of that information or referral to the product, service, or company being referred.
At the end of the day, people nowadays are busy, right? So to help make a quick decision, we rely upon the advice of our friends, neighbors or experts in a given field. Let’s say that we both have products or services we would like to sell (might be your products or services, they may belong to the company your work for or to an affiliate).
Either way, we are both in the selling business.
Today, more than ever we are all faced with an endless array of options to market our products or services on the internet or with help from the internet.
Here’s the thing though.
No matter HOW you decide to market products or services, you will want other people to get excited about your product. Because when they do, then they tend to talk about it! Just like sex, enthusiasm sells!
Word of mouth marketing in simple terms is COMMUNICATING with and sometimes building RELATIONSHIPS with those customers or subscribers to help further their interest.
Word of mouth marketing is as old as the hills on granny’s chest. In the past, word of mouth marketing was the number ONE way many businesses ran.
Word of Mouth marketing today happens in internet marketing everyday. A friend posts about a great new restaurant on Facebook, and the comment practically dares you to try it out. And you do! Why? You just to compare your ideas of what a good restaurant is vs your friend’s idea. And you decide if your fra mediocre one.
Sadly, many of us are also faced daily with many self professed Internet gurus who seem to have a knack of gathering a posse of “likes” with only 1 aim in mind:
“To get as much money as they can from you, as quickly as possible, while offering you the bare minimum in quality, service and customer satisfaction”.
Ever happen to you?
Social proof in a few words is “jumping off a cliff just because everyone else is doing it.” Didn’t your mom or dad warn you against doing that?
Don’t make the mistake of thinking “if Keith Urban does it, it must be the best way to do it”.
So don’t fall for the photo-shopped Paypal accounts of massive earnings or bank statements that show how many non-related products they have earned last year.
It’s short sighted, and for most who follow this strategy, they will soon end up broke with a bad reputation.
Word of Mouth marketing is all about communication with real people within your niche or marketplace. Be honest, test out and then talk about the things you promote. Then customize your campaign by adding surveys, comments and feedback to help build up a relationship with your customer.
By working on your word of mouth marketing you can expect the following;
• You’ll get to better know your customers /subscribers and thus provide the right advice or targeted products and services to best meet their problems or needs.
Simply put – you’ll be more enthusiastic because you have actually tried out the product and you will be in a better position to sell more of it, or create one of your products and services.
In addition, if you put your customers first and just be yourself, chances are high that people will flock to buy products from you.
On the other hand, trying to trick people into buying products you have never personally used may result in them purchasing products of poor quality. And an unhappy customer is a surefire way to failure for most product creators.
If your subscribers find real value from what you offer them, they will more than likely hang around.
Build communication channels for your customers /subscribers.
Use of blogs with comments enabled – make sure to try and respond to comments.
Provide useful and relevant content.
Always try and sell or promote only the best quality products and services.
Use an auto-responder service to keep in touch with your customers /subscribers via email.
Run surveys to understand the problems or needs that your customers / subscribers have.
Engage with your customers /subscribers using social media – Facebook, Twitter, Google +, Pinterest etc.
Have and well manage a help desk to address customer product concerns or issues.
Consider use of webinars –
Word of Mouth Marketing might not be new, but by following it’s simple principles you stand a better chance of selling more products while standing out from the rest of the crowd!
By Bob Boog
A lot of ink has been spilled over the years concerning time management – and with good reason. As Yogi Berra once quipped, “It gets late early out here.”
It’s January and a time when many people set their goals and business plans. Excellent! If you are an entrepreneur looking for a good time management book, I suggest that you pick up Dan Kennedy’s “No B.S. Time Management for Entrepreneurs” book as it is written for the person who wears more than one hat, can’t resist piling more and more responsibility onto his or her shoulders and and who has many great ideas than time to take advantage of.
Having said that, and knowing how valuable your time really is,I want you to face reality for a second. Consider the fact that most people will not place a value on their time. Or if they do, some folks will still find ways to avoid productivity and will waste time even if they have to work at it. As Dan mentions in his book, “people will shovel snow or spend time watering their grass and cutting it themselves – often to avoid paying a kid $5 bucks an hour!”
My point is that time management really isn’t about time management. It’s more about self awareness and self management.
When you sit down and figure out your goals this year, be realistic. Do you really work 8 hours a day? If not, then base your calculations on billable hours, the three or four hours you actually DO work each day, and then calculate the actual value you place upon them. Doing so may help you to better manage yourself as well as your time.
If your time is worth $142 per hour, for example, doesn’t it make sense to outsource or delegate projects and tasks that do not match up with the value that you place on your time?
Think about it!
WhY give away books? To get more REVIEWS! (So if you do download the book, please leave a review or “Like” one of the Amazon reviews that are there!)
“It is extremely rare to find a self-made millionaire businessman that has not turned himself (or herself) into a master salesperson. This happens not by chance but by diligently reading, studying and applying oneself to the task. As a result, if you can sell, you can be dropped into the middle of America with nothing, and not only survive — but thrive.”
— Dan Kennedy
“Work on your biggest opportunity every day, and you will find yourself with huge,long-term success.” — Eban Pagen