Even if you are not a manufacturer – especially if you are not a manufacturer – this trend can benefit you.

A Consideration for CSOs

There are numerous theories about why manufacturing jobs are moving back to the United States. All of them point to an important consideration for Chief Sales Officers: Opportunities. This is a trend right now, and may be only a fad until international trade wars are over.

What can you do with your existing core competencies to assist incoming manufacturers?

If you were opening a facility in another country, what would you be thinking about? Labor quality and costs? Supply chain viability? Speed to market? These incoming manufacturers think like you. What can you do to help them with any or all of these issues?

Which Manufacturers Should You Target?

Think of “high-ticket/mass market” when prioritizing your target accounts. Manufacturers of high-ticket items can be more concerned about quality and uniqueness than price. Mass market product producers are looking for speed to market (customers can be impatient), productivity (some of their best friends are robots) and differentiation (better than me-too). Examples: Automotive (Toyota is expanding here and just announced 400 new job openings); Major Appliances (Amana, Jenn-Air, Sub-Zero). What can you do to help them with QUALITY and QUANTITY?

Idea: Hold your next sales meeting in your car or in an appliance store. Ask for ideas about what you could do for each manufacturer.

Remember: Supply Chain Selling involves helping your customer sell more of what they produce.

Go There While They’re Coming Here

Let Your Abilities Travel Abroad

Where does international business fit into your 2020 sales plan? You might want to talk with Jerry Striplin. He is a columnist for these newsletters and a seasoned professional in international trade. He has worked in 54 countries with multiple corporations and organizations. As you begin your 2020 planning, it might be a good idea to spend some time sounding out how foreign markets could help fill your pipeline. He is currently in Kabul; his email is jerrystriplin@compuserve.com.

For B2C Clients – Ear Worms

Even Time Cannot Cure Ear Worms

Did you ever have a song stuck in your head? That’s an ear worm. Advertisers are using what we once called “jingles” and “audio logos” extensively again, only now they’re “ear worms”. Their effectiveness is interesting since an ear worm can not only remind us of a product, they can evoke an emotional response or a memory.

How did we learn the alphabet? By singing the A-B-C-D-E-F-G song. That is now known as an ear worm. Certain songs will evoke specific memories for you. An ear worm can last for five seconds or thirty seconds and still be effective.

When creating multimedia presentations, have a brief ear worm accompany the appearance of your logo. Think of the four-note ear worm Intel used. Then, use the ear worm everywhere you can: your away-from-my-phone message, your automated phone answering system, your web site, any audio or video messages you create. When others hear the sound, they will “see” your logo. You can purchase royalty-free ear worms online from numerous sites.

When the commercial was running and the song was being sung, “I’d like to teach the world to sing,” what product was being advertised? Do you remember? The commercial has not run in more than thirty years.

If you sell B2C, you can have a complete 15 to 30-second ear worm, even one with video, produced for less than you might think. The music bed, lyrics and production can be done in Nashville using fabulous but yet-undiscovered talent. Consider Mike Stewart, 770.826.3662 www.searchandcalladvertising.com (you will be able to tell he’s a Southern boy)