The Five Successful Marketing Skills That Entrepreneurs Must Master
< p > "the concept of promotion is not cool." Steven Olszynski, a marketing expert at San Diego State University and a former entrepreneur, who sold a marketing company to Monster.com in 90s, said that so many companies failed because they didn't know how to sell. StevenOsinski < /p >
< p > you may have the best products or services in the market, but if you don't have the right marketing strategy, you will never succeed. Especially for entrepreneurs, mastering basic marketing strategies is more important for business success than product and service development. < /p >
< p > "think about today's start-up companies and sales promotion, you will know that every entrepreneur must have three basic promotional activities, whether he thinks he is in the sales position." Dave Roberts, a professor of KenanFlagler business school at the University of North Carolina and DaveRoberts, who manages the marketing course. < /p >
< p > in his view, financing and recruiting talents are promotions that entrepreneurs should not overlook, because they help to make entrepreneurs ready for their more traditional marketing in the future. In addition, they can help entrepreneurs to bear the rejection they will face when they start their own business. < /p >
< p > "selling entrepreneurial ideas to potential investors is the first marketing activity of entrepreneurs." He said, "at this point, you use different marketing skills, but there are many similarities with the hard sell you do in the future." He takes recruitment as an example. Competition for technical talents is an important moment for leaders to practice their marketing skills. "As a small start-up company, you will encounter many difficulties in recruitment." He said, "especially the difficulties brought by big companies. You must sell your company and sell it very hard. " < /p >
Less than P, of course, there will be more traditional promotional activities after that, that is, persuading customers to buy your products. But let's be practical. Hopefully, before that, you won one or two star sales talents by working very hard to promote the company. In any case, experts believe that the following are the five most important marketing skills that should be mastered on the road to entrepreneurship. < /p >
< p > < strong > forget what you want to promote. < /strong > /p >
Less than P, the most unintuitive suggestion seems to be the biggest lesson Roberts should have learned from all salesmen, but it is particularly hard for entrepreneurs to accept. < /p >
< p > "I find it hard for entrepreneurs to overcome their own products." He said, "the problem with entrepreneurs is that they have developed this product or service. They have been enthusiastic about it for months and are proud of their products or services." But that pride, though well deserved, is not good for entrepreneurs when it comes to marketing. < /p >
< p > "in fact, customers are more picky and more aware of competition than ever before." He said, "opening up products is absolutely wrong." Entrepreneurs should master various marketing skills and identify potential customers and industry needs. "What every customer seeks is actually help." He said. If you can understand that demand and achieve it, then you are the problem solver, not the salesperson. If your products happen to meet their needs, that would be even better. Roberts emphasized that relationship and promotion are equally important. < /p >
< p > < strong > introducer < /strong > < /p >
P James management consultant James Berkeley said you have to plan carefully and invite invitations constantly, whether or not it means making arrangements on your every Sunday schedule or Outlook. < /p >
< p > he estimates that more than 80% of its existing customers are obtained through referrals. This way of looking like alumni clubs is actually very common. Putting technology into action is the key. "Start with the 12 most likely relationships." Berkeley said, because they will be the people you initially invited to become referrals, whether they are current or former customers, former colleagues, or private or workplace friends. < /p >
< p > next: "with a schematic diagram of who is their colleague in the company, who is the best customer of their company, who will provide advice for them, who has reason to need your professional skills and willing to meet you in the introducer's workplace or personal circle." < /p >
< p > when you draw the last stage (you want to invite the referee), you can better prepare for the inviting referee. Berkeley said that different ways should be adopted for different people, but one thing is the same. That is face-to-face. "When you meet next time, or you can make an invitation yourself after that call." He said. Don't send emails anyway. < /p >
< p > < strong > "cold" sales promotion < /strong > /p >
< p > they call it "smile and dial the phone", that is, call as much as possible, hoping to accidentally dig into the reserve means of selling gold mines. < /p >
Less than P, but the test is not reliable, and modern salesmen believe that the era of cold telemarketing is over. "Cold telemarketing is out of date." Roberts said, but looking for an active sales clue is not out of date. Indeed, salesmen rely on technology to find potential clues in advance, hoping to make every telemarketing phone a hot phone, or, as Roberts said, at least slightly hot. "Hot phone marketing is the goal." He said, "know enough information to enable you to meet the needs of the industry or customers." < /p >
< p > he says many entrepreneurs are panic at the early stages of marketing, whether they are looking for investors, potential new employees or customers. As a result, they "act impulsively" to make their efforts seem desperate, capricious and lacking focus. Before selling to each potential customer, it takes time to investigate their situation. This provides two benefits for entrepreneurs. They not only make them more aware of their customers, adjust their marketing strategies better, but also strive for time to consider carefully whether the potential customer is suitable and worth attracting. < /p >
< p > < strong > find the hotkey < /strong > < /p >.
< p > Austria Shinseki uses his experiment with his students to illustrate the selling idea of the hotkey. < /p >
< p > he stood on the podium and raised a water bottle, saying that it was for sale. He asked every student who wanted to buy it, and why they bought it. "This is recyclable." One student said. "I am very thirsty." Another student said. "This water bottle is beautiful." The third student said. Each person has different reasons for buying the same product or service. This is their "hotkey", also known as their pain spot. Finding a hotkey is the mission of every salesman. < /p >
< p > in order to find the hotkey, Shinseki has taken further measures, which is similar to Roberts's suggestion that he should contact every potential customer with questions rather than promotion. "It's about the balance between open and closed issues." He said, "use closed questions to relax potential customers, and then gradually use open questions to help them reveal their hotkeys." < /p >
< p > < strong > let interpersonal relationship play a role < /strong > < /p >
Interpersonal relationships can improve the credibility and legitimacy of professionals better than P. < /p >
< p > for street entrepreneurs, street reputation often brings income. Although entrepreneurs are often sociable (just look at the calendar of entrepreneurs, they can see that they are filled with various kinds of opening, publishing activities and gatherings), but Roberts says they usually have difficulty getting out of their comfort zone. In other words, it is interesting for entrepreneurs to communicate with other entrepreneurs, but this is not the place where entrepreneurs who focus on sales should pay attention. < /p >
< p > "most entrepreneurs in start-up companies want to be able to attract business without any reputation." He said. But entrepreneurs are often unable to rely on their young companies or even their own fame (except for Zuckerberg, Gates or DELL, of course), which makes it important for people and businesses they know. < /p >
< p > "you have to expand your network." Roberts said, "expand your network from peer group to people and industries that demand your products." He said, for those who aspire to success, these relationships are worth building and fast. < /p >
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