Subway's commercials have created quite a buzz in both sales and marketing communities as well as in the general populous. I googled the term "subway commercials" and the number of references came back at over 250,000. There are forums and discussion groups established just for this topic. YouTube has dozens of their commercials featured in all of their cinematic glory.
Jared Fogle, the famous college student who lost 245 pounds eating Subway sandwiches, was the inspiration for much of Subway's marketing and resulting sales growth for the majority of this decade. In fact, Jared may have single-handedly altered the direction of the entire fast food industry. Their marketing people did not grasp the concept at first, but soon saw the light. Subway's corporate mentality, where they thought they knew what their customers desire, interfered with their creativity and understanding of the market. Thankfully, they were paying attention.
In their commercial below, the woman orders a burger as usual and then is immediately questioned by the counter-person regarding her self image and feelings of insecurity.
He cuts to the chase. He digs into the core of her blind habit to reveal, in a negative manner, her personal and societal fears and the true source of her ordering motivation. She is like a trained rat in the burger and fry maze, needing desperately to break the habit and develop a healthier, more satisfying lifestyle. Presto! Subway has just what the doctor ordered.
Now Subway gets it.They understand the power of viral marketing. They understand increasing sales. They have connected with the masses and created buzz. Kudos Subway!
Selling becomes easier when we tap into successful marketing strategies. As sellers, we simply need to open the eyes of our customers to what they may already know. We help them solve their issues by presenting winning solutions. Successful selling is much more about guidance and counseling than it is anything else. A successful salesperson is viewed as an asset by their customers, a valued source of trusted insight and knowledge that they can count upon again and again. Is that a fair description of you?