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- 7 : , , , , , . Vivek Wadhwa - : 1. Reaching customers. Ralph Waldo Emerson famously said, "Build a better mousetrap, and the world will beat a path to your door." The reality is that even if you did, no one would find you. Even when you know who your prospects are, its usually difficult and costly to reach them. You have to find them via the Internet and e-mail, or the old-fashioned way-through broadcast media, print ads, direct mail, telemarketing, or references or by cold-calling. And these potential customers are not likely to be waiting to hear from you and may not respond to you. So be sure you know how you are going to find and reach them. 2. Differentiating your product. You think youve got the very best solution, but so does the other gal (or guy). Theres always competition, whether you realize it or not. Smart marketing executives know how to develop unique product-positioning strategies that highlight a products true value. You need to thoroughly understand the competition and effectively communicate the unique advantages of your product. 3. Pricing. One of the most basic decisions you have to make is how much youre going to charge for your product or service. Giving your stuff away is the way to go on the web, but remember that you still need to figure out how you are eventually going to make money-you cant make it up on volume. Start by understanding how much customers value what theyre gaining from you. Then you need to estimate your total costs, analyze the competitive landscape, and map out your long-term strategy. For your company to survive, your products price must be greater than its overall cost. 4. Selling. Persuading customers to buy a product that they need is one of the most important skills an entrepreneur must learn (read Its All About Selling for Survival). Youre going to be selling at every juncture. So you have to understand what it takes to close a deal and put together the necessary sales process. And this process has to be perfectly conceived. Be sure you test your selling strategy as you would your product. 5. Delivery/distribution. This is easy on the Internet. But for big-ticket items, you usually require a direct sales force; for mid-range products, distributors or value-added resellers; and, for low-priced items, retail outlets or the Internet. Its different in every industry and for every type of product, but you have to get this right. Your products need to be designed and packaged for the channel through which they will be distributed to customers. 6. Supporting Customers. In addition to teaching customers how to use your product, you need to ensure that you can deal with defects and returns, answer product questions, and listen to and incorporate valuable suggestions for improvement. You may need to provide consulting services to help customers integrate and implement your products. If your product is a critical component of a business, you may also need to provide 24/7 onsite or web support. 7. Achieving customer satisfaction. The ultimate success or failure of a business depends on how much it helps customers achieve their objectives. Happy customers will become your best sales people and buy more from you. Unhappy customers will become your biggest liability.


Date: 2015-12-17; view: 1248

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