Marketing secrets you can learn from the movie ‘Office Space’

Entrepreneurs News

Opinions expressed by Entrepreneur contributors are their own.

If you’re a fan of the movie Office spaceas soon as you then read the word “printer”, I know it will evoke the vision of the colorful crew at Initech’s ritual destruction of the infamous printer.

Twentieth Century Fox

One question that has confused me for years since I saw this movie is: Why did the brilliant management team at Initech not solve this problem by just buying new printers? While this question may not seem relevant, this mystery may unlock the holy grail of sales challenges.

The vast majority of businesses on your marketing list will fire you as soon as you make contact by saying that they are happy with what they have or do not have a need for. This simple truth makes the task of finding qualified prospects just as difficult as finding a needle in a haystack.

1. The problem of focus

The simple answer as to why Initech micromanagers did not buy new printers is that they were not focused on that problem. We can assume that the management team may not have even been aware of the problem with the printers. This is most likely what happened, as it was clear that managers like Bill Lumberg were tone deaf to the staff.

It is clear by watching the movie that the managers were more focused on trying to squeeze as much productivity out of their employees as possible. They have suffered from the misguided idea that the micro-management of their staff with corporate red tape like the TPS report can increase productivity by force.

This is clear in the film because these executives contacted a process management consultant to achieve that very goal. Ironically, these experts are beginning to realize that the management team itself may be the broken piece, slowing down productivity.

It does not take a little imagination to realize that the idea of ​​selling Initech new printers using traditional methods is ridiculous.

Related: 5 Cold Calling Myths That Keep Businesses In The Matrix

2. The marketing problem solved

The holy grail of marketing solution in this situation is to realize that the prospect – in this case, Initech – is not focused on what you are selling nor the traditional benefits of the product. You need to discover what problem corporate leadership is currently focused on solving. The answer to this question for Initech is to get increased productivity from their workforce.

Now you need to think creatively and try to figure out how marketing your product or service can indirectly have a huge impact on the problem management that is currently focused on it.

Related: How To Get Over The Most Challenging Part Of Cold Calling

3. The application

Why did Initech not decide to buy new printers? These actions may not have been on management’s radar, as they saw no way that the purchase of a single printer could affect productivity gains beyond their wildest imagination.

However, new printers can have an exponential impact on team morale and the belief that Initech is willing to invest in their staff. This investment may even cause Peter Gibbons, a leader of corporate descent at this organization, to reconsider his conclusion about how soul-crushing it feels to work there.

In fact, Michael Bolton’s evangelism toward the new printers would be so pervasive that it could cause increased productivity. The entire staff will be grateful for the management’s brilliant step, which will foster morale and loyalty.

You can close more marketing transactions dramatically by linking the non-obvious benefits of your product or services to whatever problem your prospect is focusing on.

Related: 3 Prospecting Lessons You Can Learn From the Devil

Source link

Leave a Reply

Your email address will not be published.