Summary: “Consumers want to feel better about themselves (Self-Image), escape from life’s stress and have fun, if just for a while (Entertain) and be treated nicely (Pamper).” – Brian Gracon<br> In the midst of the most-recent recession, why couldn’t you find a parking place at the mall on a weekend or get into a good restaurant without waiting for hours? Why were there waiting lines at the spa and coffee shop? Why were cosmetic counters, theme parks and tattoo parlors so busy?<br> In this podcast interview, Krisz Rokk and award-winning business consultant Brian Gracon use best practices from recession-proof companies to discuss buying triggers and habits of today’s consumer.<br> Brian Gracon has over 20 years of award-winning experience helping businesses increase revenues and profits through better marketing and selling strategies and through skill development.<br> Past clients include international leaders in retail, beverages, banking, auto parts distribution, energy, and flooring.<br> Brian is s also a speaker and LinkedIn blogger and manages the LinkedIn group “Increase Retail Sales: Training and Meconomics®”.<br> <br> In the Interview:<br> 02:26 – How much money and how are people spending their money during a recession?<br> 05:22 – There’s a customer who believes “I deserve it”…<br> 06:28 – What is it about your marketing that identifies and appeals to a consumer or a business’ client self-image?<br> 09:25 – When a new Apple iPhone comes out – it’s never about the features.<br> 13:13 – It has to be a solid strategy and a solid slogan; repetition is valuable in the marketplace.<br> 13:33 – Managing your cash flow<br> 15:55 – Buying habits have gotten stronger starting with the recession and reinforced ever since…<br> 17:00 – Everybody likes to be treated well<br> 22:30 – All these three lenses self-image, entertain and pamper are emotional buying habits<br> 24:00 – Small business success story<br> 27:50 – Why it’s important to have harmony across your marketing, selling and business management<br> Key Takeaways – Buying Triggers and Why They Matter<br> 1. Recession-proof companies were doing one or more essential things that appeal to consumer buying habits: <br> 1) They were appealing to a customer self-image or helping them create a self-image. <br> 2) They were providing some measure of entertainment or entertainment message. <br> 3) And they were allowing people to pamper themselves.<br><br> <br> 2. Meconomics touches on three consumer touch points: <br> <br> * Marketing => Why should people buy from you?<br> * Selling => What process do you use to conduct the transaction? and<br><br> <br> * Business Management => Who do you put in place to operate those processes? <br> <br> This is unique about the book because it uses one umbrella strategy “Meconomics” and addresses all of those three business areas that are consumer touch points.<br><br> <br> 3. The nuance in Business-to-Business (B2B) when it comes to entertain is “Give me a simple, low-stress process. Don’t complicate things for me”.<br> 4. Brand alignment, simplicity and low-stress processes, and custom solutions are three lenses in the B2B context.<br> <br> People and Resources Mentioned<br> <br> * Meconomics 101: 16 Ways to Improve your Marketing, Selling and Business Management for Today’s Consumers – <a style="color: #3366ff;" href="https://www.amazon.com/Meconomics-101-Marketing-Management-Consumers/dp/1612966950/ref=sr_1_1?ie=UTF8&qid=1485546083&sr=8-1&keywords=Meconomics+101%3A+16+Ways+to+Improve+your+Marketing%2C+Selling+and+Business+Management+for+Today%E2%80%99s+Consumers" target="_blank">Available on Amazon</a> <br> <br>
