Mark S A Smith: Working in the world of technology since 1982, Mark uses systems thinking to help organizations successfully bring new, disruptive technology to market by orchestrating compelling, strategic conversations with executives.

Mark’s authored many books including include his latest Pivot to Profit from IT Disruption, Security in the Boardroom, Linux in the Boardroom, Guerrilla Negotiating, Guerrilla TeleSelling, & Guerrilla Trade Show Selling. Forthcoming: Selling Disruption & Executive Strategy Skills.

Mark is an electrical engineer, media technologist, computer programmer, hardware salesman, software marketer, business owner, executive coach, author, professional speaker, video producer, podcaster, blogger, musician, and father of five Millennial children who do not live at home.

Contact Mark On LinkedIn - CLICK HERE

Show Notes

Why do this? Run a Sustainable, scalable, profitable, and salable business.

Pope Gregory listed the seven deadly sins in 590 AD. https://en.wikipedia.org/wiki/Seven_virtues

For every sin there is an associated virtue.

The virtues protect one against temptation.

Sin = (Greek and Latin) failure, error, to miss the mark

Virtue = (Latin) Valor, Being your very best

Sin 1 - Sloth = laziness, without care

Ignoring the importance of marketing

Relying solely on word of mouth

The purpose of marketing: Trigger a meaningful conversation - in their mind, with your website, with your team

Virtue 1 - Diligence = persistence

Marketing is equally important to the product

Search, outreach, word of mouth

Sin 2 - Greed = focus on material gain

Product focus

Virtue 2 - Charity = Friendship

Customer outcome focus

Your value propositions have no meaning until they align with your customer's objectives, priorities, and criteria

Why do people buy?

1) To feel better

2) Prestige

3) Solve a problem

4) Achieve a valuable objective

5) To avoid a undesired outcome

Maslow’s hierarchy of need comes into play here. Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological Review

Self actualization, esteem, love/belonging, safety, physiological

Sin 3 - Lust = seeing the customer as an object

Focus on the transaction

Virtue 3 - Chastity - (Latin) castus = pure

Focus on the relationship

Lifetime value of the customer

Sin 4 - Gluttony (Latin) Gula = Gulp, overindulgence

Seeing marketing as a single event

“Buy now!” as the only view

Virtue 4 - Temperance = restraint, everything in its time

Marketing as a system

“When you’re ready.”

Sin 5 - Pride = hubris, arrogance

How we sell

Choosing the wrong marketing strategy