Saturday, April 12, 2008

I Hate Bad Salesmanship

One of the little, or not so little things, that drives me up the wall is bad salesmanship.

Whether you are shilling away for your own business, your employer's business that you provide sales/marketing talent for or that special cause you believe in, good salesmanship is a must.

A sales person is essence runs their own business. They can make their own hours and within reason dictate how much money they will make.

Similarly marketing campaigns are salesmanship in the form of your companies public face to the world. A world that I might add which has gotten effectively smaller with communications across the globe in the time of thousandth of a second.

When Absolut Vodka's ad in a Mexican magazine showed the borders of Mexico prior to 1836 stating "In An Absolut World" I wonder how could they not have thought about the implications of it getting out to a larger audience. Indeed if they did not intend it to get out to a non Mexican audience why was the advertisement in English?

This Ad is guaranteed to lose Absolut more business in the U.S.A. than they ever may have wished for in Mexico.

Now the opposite of this horrendous case of bad marketing and poor salesmanship is this announcement from a competitor, SKYY vodka.

SKYY® Vodka, Made in the USA, Proudly Supports Treaty of Guadalupe Hidalgo

Americas Most-Popular Domestic Vodka Decries Absolut® Vodkas Suggestion to Redraw North American Map

SAN FRANCISCO--(BUSINESS WIRE)--In 1848, the Treaty of Guadalupe Hidalgo officially ended the Mexican-America War (1846-1848). With the signing of this treaty, the United States gained control of what was to become the Golden West, including California, Arizona, Utah, Nevada and parts of Colorado and New Mexico. Today, SKYY® Vodka, the number-one vodka produced in the United States, spoke out against suggestions by Absolut® Vodka to disregard that treaty, as well as the joining of Texas to the Union in 1845, as depicted in Absoluts recent advertising.

Like SKYY Vodka, the residents of states like California, Texas and Arizona are exceptionally proud of the fact that they are from the United States of America,To imply that they might be interested in changing their mailing addresses, as our competitor seems to be suggesting in their advertising, is a bit presumptuous. said Dave Karraker, SKYY Vodka.

In the ad, an Absolut World is depicted where the map of North America is re-drawn with Mexico claiming much of the Western United States, negating the Treaty of Guadalupe Hidalgo, as well as the Gadsden Purchase (1853), and the independence of Texas (1836).

Dont get me started on the Gadsden Purchase, continues Karraker. I think the folks in Tucson and Yuma would be rubbed the wrong way if they hear this landmark deal was somehow nullified as suggested by Absolut, a Swedish-owned brand.

SKYY Vodka was founded in San Francisco in 1992 and continues to be produced in the United States. Premium SKYY Vodka is made from American grain carefully selected from the Midwest and 100% pure filtered water. SKYYs proprietary four-column distillation and three-step filtration process consistently ensures exceptional quality. SKYY Vodka products include luxury SKYY90® and new SKYY Infusions, a unique, all-natural infused experience made with premium SKYY Vodka and succulent real fruit.

Now that is good salesmanship. In fact I see a SKYY vodka martini in my very near future.

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