Marketing Anywhere: Little Things Make a Big Difference
On my trip across the country last week, I picked up Malcolm Gladwell's read, "The Tipping Point. I'd read the book ages ago and remembered it for some very decent tips, so thought I'd do a quick review. If you haven't yet read it, I'd say it's a MUST:
It's simply reassuring to know that it only takes LITTLE things to make a product or service really boom through the charts. Look at the movie, The Secret, as an example! Among several grea points, Gladwell comments that, in order to make YOUR entity zoom up the popularity charts, you need just three people in your world: A Connector, A Maven and A Salesman.
Your Connector knows LOTS of people. They don't collect people around them as a business strategy – they just find themselves fascinated with people, period. They're the ones who will start talking with you on a plane – not because they want to sell you something but they have a genuine interest in what you're all about. I met a Connector like this in February when I was flying to Santa Fe. He was a retired psychiatrist from Beverly Hills and he knew everyone and everyone's everyone. He wasn't bragging - he had no ego about it - he simply and genuinely likes people and loves being the Connector between them, whatever their need may be. These are the people who will get your product or service into the right hands - they've got big leverage with the people who matter to what you have to sell.
Your Maven is a person who spends his or her entire life collecting data and accumulating knowledge. They're a walking, talking Consumer Reports with knowledge in just a handful of arenas … or knowledge in just about any arena they come across in their lives. Once they figure out what the best TV is … which frozen food heats most evenly in the microwave … which financial magazine columnist has the greater percentage of successes in his or her recommendations … they want to share this knowledge. These are the Internet folks who participate in the discussion boards and start the big information sites. When I purchased a new Motorola Q a couple months ago, its handbook was pathetically paltry. So, I found my way to a "Q" discussion board and began asking my specific questions. In minutes – almost every time – I'd get answers right away from Mavens around the world who had already explored the phone's every button and feature. When you have a Maven in your corner, you might actually gain more leverage than you would with your Connector. While Mavens might not know as many big and powerful folks, they want to spread their findings to EVERYONE on the planet - a big plus for your emerging product.
Your Tipping Point Salesman is the farthest thing from the classic stereotype. This person has something within his or her personality that is powerful, contagious, and irresistible. People WANT to agree with this person. As Gladwell states, it's enthusiasm, charm and likeability. It's persuasiveness by accident. The VP of Sales at my client, ExpensAble - http://www.expensable.com - is exactly this kind of Salesman. He's so genuinely enthused about his automated expense reporting software that you've got to chuckle when you watch him in action or hear him on the phone. He's a strange combination of glee, sophistication and expert knowledge of the product. Because of the combo, their sales continue to climb through the roof and their customers become infected with the same high-energy satisfaction and praise of the product. I just did a round of over-the-phone testimonial collection of about 30 of these clients and they're positively rabid fans – and each of them was initially touched by this single VP of Sales.
So, today it's time to make your list of who in your life is a Connector, a Maven and a Salesman. They don't have to be employed by you. They don't even have to be Affiliates of yours. But find them and enroll them in what you have to offer and you'll be well on your way to your own Tipping Point.
It's simply reassuring to know that it only takes LITTLE things to make a product or service really boom through the charts. Look at the movie, The Secret, as an example! Among several grea points, Gladwell comments that, in order to make YOUR entity zoom up the popularity charts, you need just three people in your world: A Connector, A Maven and A Salesman.
Your Connector knows LOTS of people. They don't collect people around them as a business strategy – they just find themselves fascinated with people, period. They're the ones who will start talking with you on a plane – not because they want to sell you something but they have a genuine interest in what you're all about. I met a Connector like this in February when I was flying to Santa Fe. He was a retired psychiatrist from Beverly Hills and he knew everyone and everyone's everyone. He wasn't bragging - he had no ego about it - he simply and genuinely likes people and loves being the Connector between them, whatever their need may be. These are the people who will get your product or service into the right hands - they've got big leverage with the people who matter to what you have to sell.
Your Maven is a person who spends his or her entire life collecting data and accumulating knowledge. They're a walking, talking Consumer Reports with knowledge in just a handful of arenas … or knowledge in just about any arena they come across in their lives. Once they figure out what the best TV is … which frozen food heats most evenly in the microwave … which financial magazine columnist has the greater percentage of successes in his or her recommendations … they want to share this knowledge. These are the Internet folks who participate in the discussion boards and start the big information sites. When I purchased a new Motorola Q a couple months ago, its handbook was pathetically paltry. So, I found my way to a "Q" discussion board and began asking my specific questions. In minutes – almost every time – I'd get answers right away from Mavens around the world who had already explored the phone's every button and feature. When you have a Maven in your corner, you might actually gain more leverage than you would with your Connector. While Mavens might not know as many big and powerful folks, they want to spread their findings to EVERYONE on the planet - a big plus for your emerging product.
Your Tipping Point Salesman is the farthest thing from the classic stereotype. This person has something within his or her personality that is powerful, contagious, and irresistible. People WANT to agree with this person. As Gladwell states, it's enthusiasm, charm and likeability. It's persuasiveness by accident. The VP of Sales at my client, ExpensAble - http://www.expensable.com - is exactly this kind of Salesman. He's so genuinely enthused about his automated expense reporting software that you've got to chuckle when you watch him in action or hear him on the phone. He's a strange combination of glee, sophistication and expert knowledge of the product. Because of the combo, their sales continue to climb through the roof and their customers become infected with the same high-energy satisfaction and praise of the product. I just did a round of over-the-phone testimonial collection of about 30 of these clients and they're positively rabid fans – and each of them was initially touched by this single VP of Sales.
So, today it's time to make your list of who in your life is a Connector, a Maven and a Salesman. They don't have to be employed by you. They don't even have to be Affiliates of yours. But find them and enroll them in what you have to offer and you'll be well on your way to your own Tipping Point.
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