Selling, the Arctic Monkeys way
Apply a bit of monkey magic to your sales and marketing
You can't argue with the numbers, can you? Their first single
went straight in at number 1. Then the album shot to the top,
smashing the record for fastest-selling debut album in UK chart
history. The Arctic Monkeys have to be the sales success of 2006.
So, where did they come from? Internet space, of course. But,
perhaps the Monkeys can teach us a little about selling and
marketing products effectively. Here are some of the things they
did well. Could you apply any of these pointers to your business?
Being liked If a customer likes you, he or she is more
likely to buy. What causes one person to like another? According
to Sold! (by Steve Martin and Gary Colleran, 2003), having
things in common with your audience is useful. I think there's
something about personality too. Four strong-accented
'underdogs' from Sheffield...it works really, doesn't it?
Proof of the pudding The proof of the pudding's in the
tasting. Would your products sell better if your customers could
have a try first? Before the Monkeys were signed they gave away
their music online. A great way to start word-of-mouth
marketing. Because, who's going to be shy of a good-quality
freebie? Referrals are one of the most cost-effective ways of
selling, too.
Investing in customers Existing customers are worth
investing in. As well as giving you those referrals, selling to
people who have already done business with you is the most
cost-effective way of marketing yourself. For their last gig,
it's reported that the Arctics kept tickets prices to