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« How to make a million dollars | Main | A great book for smart friends »

Positives, not negatives

Doug points us to: Verizon to prospective iPhone buyers: 'Stay near a plug'.

It's basically a memo designed to help Verizon reps denigrate the iPhone. I think this is bad marketing. If someone is going to switch carriers and you've done your best to denigrate their choice, you've not only lost a customer, you've also lost credibility and respect going forward. (Because your criticism of the phone is also criticism of my judgment.)

What I'd try instead? How about this:

"The iPhone will cost $500, plus a new battery next year, plus $50 a month. If you spent that money with Verizon, you could have x, y and z..."

Then I'd spend the rest of the conversation selling x, y and z. I'd talk about a superfast network and a more reliable coverage area and all the cool gimmicks and features in the phone I can buy for $350...  (Remember, before now, all you could talk about was cheap phones, not great ones. Apple raises the ceiling).

The iPhone is a gift for every cell phone marketer in the world. Why? Because it creates a problem where there was none before. Now, a cell phone is not just a phone. Now, a phone is worth spending money on. So, since Apple created that 'problem' in my mind, how are you going to solve it?

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Listed below are links to weblogs that reference Positives, not negatives:

» Positive Marketing and Positive Sales from Preaching to the Perverted
Seth Godin has a good post today about positive markeing versus negative marketing with respect to Verizons attitude toward fighting the iPhone. This reminded me of an experience I had last year with a new system we were purchasing for work. The... [Read More]

» Positive Marketing and Positive Sales from Preaching to the Perverted
Seth Godin has a good post today about positive markeing versus negative marketing with respect to Verizons attitude toward fighting the iPhone. This reminded me of an experience I had last year with a new system we were purchasing for work. The... [Read More]

» Seth, I Still Love You. You Know That, Right? from Business Development
Two weeks ago, I wrote a post calling Seth Godin codependent. Now, I am going to lavish praise on him. His blog post today, about the iPhone, is just brilliant. And you can apply it to services marketing, too. His [Read More]

» Is transparency the only option? from Carman Pirie's Blog
Perhaps. Verizon releases a “Proprietary [Read More]

» Is transparency the only option? from Carman Pirie's Blog
Perhaps. Verizon releases a “Proprietary [Read More]

» A different approach... from Sales Cooke
Reading today's Seth Godin blog (http://sethgodin.typepad.com/seths_blog/2007/06/positives-not-n.html) was so refreshing. As sales people we get caught up with trying to find ways to respond to the innovations of our competitors. Is that an oxymoron--c... [Read More]

» Fighting back when a competitor has a better product. from getFreshMinds.com - Ideas so fresh--they should be slapped!
What should a company do when its competitor comes up with an amazing product that everyone wants? With all the hype and excitement about the upcoming release of the iPhone, ATT competitors appear to be tearing their hair out. Sprint [Read More]

» http://www.tankt.com/2007/06/27/87/ from tankt
On the subject of the Apple iPhone and the idea that it creates an incredible opportunity (as opposed to an existential threat) for its competition, Seth Godin saidbest: The iPhone is a gift for every cell phone marketer in the world. Why? Because it c... [Read More]

» Lemongrass from
Dont denigrate the opposition. In business this is your new mantra and in politics, well, look at what happened in France. The left whined about the right from the begininng to the end whilst never really proposing anything different and they go... [Read More]

» Позитивно, не негативно from Как продать
Если кто-то решает сменить оператора, а вы делаете все для того, чтобы опорочить его выбор, то вы не только потеряете клиента, вы в перспек... [Read More]

» My only iPhone post this month from .:adammclane:.
I promise to not talk too much about the iPhone. It's got some pluses and minuses. And the simple fact is that while I would love one if it were free, I will never make enough money to justify getting one. (Unless it were for resale alone.) That said, ... [Read More]

» Www Iphone from Www Iphone
Yeah, that's the Invisible Shield, for your iPhone. Users of the iPhone will make calls [Read More]

« How to make a million dollars | Main | A great book for smart friends »