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Overselling marketing message... “Most probably you have dealt with them before - those only one of its kind marketers that promises the moon and stars to customers. Sometimes we refer to them as those marketers that can sell ice or snow to an Eskimo too. “I think most of us can see through obvious overselling - as our cartoon suggests. The problem is, however, when 'overselling' occurs without intention from the marketer's side. “This is usually due to, what I call, expectation mismatch. Expectations of the potential customer or client differ from what the marketer really promises. There can be many reasons for this mismatch but basically either the marketer is not communicating his message well or the customer does not understand the entire message well. As a result, the client's comprehension of the product or service is based on assumptions. “Your business plan should include a marketing plan too. We recommend that your marketing plan does cover this potential problem of overselling. In other words, your marketing plan, as your business plan, should deal with overselling as a business risk and should set the tone for minimizing the risk of overselling (e.g. by identifying and enforcing proper marketing, product and service training for your marketing and sales force and to clearly draw the line between valid, legitimate selling/promises and overselling). “You can either use business plan software or specialized marketing plan software to write your marketing plan.” - Michiel Jonker Message: This cartoon demonstrates a "rotten" marketing message (and mean sales person). Overselling is obvious. If you cannot open the full image: Please check your pop-up and firewall settings - these settings might prevent your browser from opening the full image. Type: JPG Real File: 94.2 KB (810 x 528) Important Order Information: | 
