If your product or service is really good
If your product or service is really good, they have to sell themselves. Is it so? And if so, how and when? We want the client himself to go for the goods, pay the bills, so that sales go "like clockwork" But how can we be successful and still have passive sales?
Managers are constantly being told that we must be extremely active in marketing and sales. However, there is confidence that:
If you produce a product or service that exceeds the expectations of your customers, they will be more selling themselves (this is true within reason).
Although I do not think that nothing ever sells itself, I want to believe ... Somewhere close to what was said at the time Gregory Burns was formulated as a psychiatrist, philosopher in the book "Iconoclast: A Neuroscientist Reveals How To Think Differently":
A person may have the greatest idea in the world ... but if a person cannot convince a sufficient number of other people, all this does not matter.
This is also true for marketing and marketing efforts, because to convince "enough other people" is a marketing task. Yes, the main task of marketing is to make sales efforts unnecessary. However, the most important marketing task is not marketing. If marketing, even before the sales department appeared in the company, accurately identified consumer needs, developed a product suitable for these needs and set a corresponding price on it, established a distribution system, then such a product will most likely be sold successfully.
When marketing is not good
But this would have to be done ... In practice, everything is not so. In practice, marketing is only remembered when the business model is already bursting at the seams, and when it does crumble, marketers are blamed for everything.
Want to talk about how in the heads of business owners the conclusion is formulated that: “marketing in their company does not work or even more: marketing - is this some kind of garbage?” The following stages of business planning, more precisely : business fantasizing:
1. A model of their business is being built, in which the emphasis is placed on what the author needs. The scale of business, profitability, capitalization, the ability to sell knowledge in some subject and the ability to produce something, become paramount in building a business;
2. The genius of the business idea of obtaining fast and large income requires confirmation. Therefore, a pseudo-USP is “composed”, which inevitably forces one to offer a product on the market that is so “built up” from its competitors that it becomes unclear even to customers;
3. Following the fantasies of uniqueness and genius, always follows the fantasy that "this unique cannot be sold so cheap." The task of ensuring the required return at any price becomes dominant over everything else;
4. The sales team is "coming off its feet" in an attempt to sell what is not clear on the market, it is not known, and it is so expensive that it is cheaper and easier to buy 2 products from a competitor than to understand the merits of a new product;
5. Unable to solve it, merchants are declared loafers and loafers. Having overheard that “marketing is to make sales efforts unnecessary,” the task of “cramming into the market nevpihuemoe” and all this “compote” of business fantasies, pseudo-uniqueness and high prices is hung on the head of the marketer;
6. "Any whim for your money" materializes in the marketing budget figures and plans stretched over decades. These figures in money and days are really big, for they compensate for the inferiority. The more damaging the "project" - the greater the numbers;
7. All this is planned by the marketer inevitably found "in bayonets" for obvious reasons for the projector:
"with a budget for marketing, every fool can, and you so provide trade";
"we don’t have money for marketing, everything went for the purchase of a production line";
"it’s easier for me to hire five more CELs on phones than to make ATL";
"it's cheaper for me to fire you than to find money for you."
What to give?
And it was necessary only:
1. Business is not born in the head of a businessman. Need to maximize customer experience;
2. You need to understand if we have, can we give a solution to the client’s problem;
3. If not, then it is not necessary at this stage to fool the investor, yourself, your sales and marketing team;
4. Efficiently use the resources that we have;
5. We focus on the promotion strategy on the Internet - as yet on the most budget and effective means of communication;
6. Lay in the budget and in the plan efforts to form and support distribution, if it is supposed (loans, receivables, logistics);
7. When developing or upgrading a product, we think not as an investor, director of a plant, but as a client.
8. For the production of the product we use the funds that remained minus paragraph 5 and clause 6. If there is no money left, what a fig to think about your own factory, warehouse stocks, etc., you can simply pplace an order "on the side". Thus, we develop not a business model of income generation, but a product that is understandable for the client, and then we sell this product without questions and difficulties.