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Real world examples of the "Contrarian Effect" in action:
Be like Royal Canin and . . .
Put together a targeted permission based e-mail program, newsletter, or white-paper that provides solutions to the challenges your customers are facing and gives you an effective way to keep in touch.
Be like Softrax and . . .
Create an “Always Have Something to Invite People To” free offer in the form of a webinar, a teleconference, a brown-bag seminar, or a recurring event that brings value to potential clients, builds trust, and gives them an experience of what it’s like to buy from you.
Be like eTapestry.com and . . .
Tell potential customers exactly what it’s like to work with you. CEO Jay Love outlines the eTapestry.com sales cycle in full on the company’s web site so that customers can feel safe in taking the first step in buying its products.
Be like Starbucks and . . .
Focus on relationships so that customers want to buy from you again and again. Remember, it's not about the coffee.
Be like Cabela’s and . . .
Design an environment that inspires customers to want to hang around you and allows them to buy when they’re ready.
Be like Nordstrom and . . .
Put your customers first, even when it means offering refunds with no questions asked.
Be like USAA and . . .
Keep your word and your commitments to your customers so that you have loyal customers—and constant referrals from those loyal customers.
Be like Southwest Airlines and . . .
Do the opposite even when everyone else in your industry is stuck in the status quo. It’s the only way you can become the best and sell more than you ever thought possible.
Data is a real-time snapshot *Data is delayed at least 15 minutes