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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  April 08, 2014

What to Sell When Everyone Has Too Much

Heads up: we have a new buzzword, thanks to author James Wallman. “Stuffocation” refers to “that feeling you get when you look in your wardrobe and it’s bursting with clothes but you can’t find a thing to wear.” (I will neither confirm nor deny that might have happened before.)

This Fast Company article is important because we are in the same boat: our buyers are saturated with educational products. They have too many manuals, videos or whatever on their computer and too little time to implement all the ideas they have. And that doesn’t count all the “free stuff” out there on Planet Internet.

So how do you sell information in a world where our buyers already have too much? My favorite idea from the article: sell access not ownership.

An example in real time: in a world full of ideas, why do I take a week out of my life and go to TEDActive? Because the experience of being there enriches my life. Because I can meet a wide variety of cool, exciting people doing cool, exciting things. I didn’t buy anything from TED. I’m paying for the experience. And I will do it again.

Yes, TED is huge. But what they do is duplicable in our own part of the world. Ask yourself: what experience can I create that will be more valuable than my latest book / manual / etc.? Instead of selling more stuff, how about selling participation in a community of like-minded people?

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.