Chris Anderson (no, not that guy from accounting), the editor in chief of Wired, has a new book out that may change the way you do business.
The Long Tail: Why the Future of Business Is Selling Less of More explains one way the Internet revolution has changed business. Although The Da Vinci Code sells more than an Italian-French dictionary, there is still a market for obscure books. Since Web sites like Amazon, unlike physical bookstores, don’t have to give up shelf space for books that rarely sell, they can still profit from offering low-selling dictionaries. There’s some demand for even the most unpopular product. Eventually, Anderson argues, the aggregate sales of fringe products can overtake the biggest blockbuster.
The takeaway for salespeople is flexibility. Although obvious strategies and packages will continue to work, some clients might be looking for something different. And just the way Amazon doesn't have to give up prime real estate in a store for a dictionary that rarely sells, offering a variety of sales packages has negligible impact on costs, but possibly a great effect on your bottom line.
To learn more about The Long Tail, read this review, or check out the Long Tail Meetup group.
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