Forty years ago, F. Kotler wrote the book “Fundamentals of Marketing.” There is a phrase that is key for business, which we cannot learn in any way: “When buying a drill, a person buys not a drill, but a hole in the wall.” Therefore, when our sales are falling, we shrug our shoulders and collect a consultation.
We puzzle over which advertisement to give, which pill to swallow, so that it doesn’t hurt, and sales increase. The pill doesn’t exist. There is a client and his needs. Most of our entrepreneurs are engaged in “steaming” goods, not satisfying needs. These are two things between which there is a chasm. You need to shift attention from yourself and your beloved business to the client.
The reason is a misunderstanding of the essence of business. Business is not creativity, and an entrepreneur is not a creator but, roughly speaking, a satisfaction of needs. So introducing “I have an idea” into the outer contour is futile. All business ideas were invented 2000 years ago. Don’t believe us – ask Google.
It is difficult for those with a crown on their heads to act condescendingly towards their clients, but there is no other option. As entrepreneurs, we are not paid to be high-brown but to solve customer problems. Business should not be liked by the entrepreneur but by the client. The typical “I like it so that others will like it” scheme rarely works. Quite often, young business professionals tend to delegate their monotone document work to platforms like Masterpapers to concentrate exactly on learning the client’s needs first-hand.
Understand What You Are Selling
Before you sell something, you must understand what customer needs you are satisfying. Only based on this understanding can you build an effective sales system. If you exist in isolation from the customer, your company simply won’t survive. And hiring so-called marketers is pointless. This is the job of the owner of the company. If the company owner is not in sales, he has nothing to do with the business.
We read other people’s business plans regularly. It is interesting to study how many American entrepreneurs see their potential clients. In 90% of cases, they modestly write in business plans: a person between 25 and 65. We even came up with a special term – “youthful old man.” Further, the entrepreneur simply takes from the statistics how many such people live in their city (district) and considers that the study of the client is over, the target group has been determined. This is a gross mistake that sooner or later leads the company to financial disaster.
The Best Way to Learn Your Clients Is to Work On-Site
This allows you to assist the client physically – to observe his behavior in the shop to track the “cold” and “hot” zones – where he looks and what attracts his attention. For example, successful businesspeople visit their points every day and see my clients. Another good routine is to drive out your office, layout the goods, and work at the checkout once every six months. This way, we know everything about our clients, so we survive in any economic situation and are not detached from reality.
If you do not physically have the opportunity to observe the client, then you must carefully think through every aspect of your business. The point is put – the planned location of the store. Do you have a retail store? – Draw a circle with a radius of a mile on the map and estimate how many people can reach you.
If you head a platform like paper writing service MasterPapers, consider optimizing online traffic and responsiveness of your website. See the numerical and demographic decomposition of most business-critical aspects relating to your specific situation.
The result of all this work should be a table of customer groups:
- Client needs.
- Frequency of purchase.
- The typical composition of the purchase.
- Place of purchase.
- How the client gets to the store.
Another serious mistake our entrepreneurs make is relying on the middle class. This calculation is not only naive but also stupid. It is not based on any numbers. The middle class consists of people above the minimum consumer basket and below, relatively speaking, upper-middle management. There are fewer and fewer of such people every day, so targeting these clients isn’t a good idea.
In addition to all of the above, it is important to remember that buyers are divided into three groups:
1 – Buyers of the price. These customers select the vendors (suppliers) who offer the lowest cost. Thus, the buyer of the price is focused primarily on the lowest of the offered prices.
2 – Value buyers. For these clients, price is not the point. Instead, they choose among several sellers (suppliers), and the quality of the products and the brand play a decisive role for them.
3 – Buyers of strategic partnerships. These clients are aimed at long-term cooperation with the seller (supplier). They pick him meticulously and work with him for a long time.
In the End
Only after, you’ll want to employ platforms to help with creating business planning and even marketing content creation – Review of the Top 5 Academic Assistance Platforms. Still, don’t just think about the product, but about the client, achieve your goals through his interests. The product will appear as a result, at the very end.
Patrick Green is a die-hard workaholic. Last semester, he has done more than fifty essays, a dozen term papers, and two Master’s level dissertations. Unfortunately, Patrick doesn’t know how to write bad essays. So it’s either a good essay, great, or excellent. With Mr. Green working on your order, it’s safe to say that there’s nothing to worry about because work will be done well in time!