- The difficulty is not knowing the client, but the client knowing us. The key is not in developing the best product, but in selling it. You don't just have to differentiate yourself. The client has to prefer us. We take great care of the clients we have and try to steal one from another from our competitors, which is said soon. It is key to find an attribute that distinguishes us, that is a benefit for the Client, and above all. everything he knows !! The most important strategic question is: "Why does the client pay us?" The answer may be far from obvious. Can you define the “unique selling proposition” with 8 words at most? A good strategy leads us to be unique. Be careful with "me too". There is an extraordinary explosion of options. Even on trips to the moon. Many in one part of the world design the product,They market it in another, they manufacture it in another and they give the after-sales service in a fourth. Internet is the future? It's possible. But in what way, no idea. There are 1000 PC models and more than 1,000,000 programs. And it is increasing. You go crazy. The choice, faced with such a volume of alternatives, is cruel. The volume of information doubles every year. And it can only go further! For the worse, it only works to go back to the principles and be a true expert in the basic aspects of each business. (Seems to be one of the best tips.) Essential rule:The volume of information doubles every year. And it can only go further! For the worse, it only works to go back to the principles and be a true expert in the basic aspects of each business. (Seems to be one of the best tips.) Essential rule:The volume of information doubles every year. And it can only go further! For the worse, it only works to go back to the principles and be a true expert in the basic aspects of each business. (Seems to be one of the best tips.) Essential rule:Develop and maintain a well-defined strategy and constantly communicate it to customers, employees and shareholders. A simple and focused value proposition. It is difficult to get a customer if you already have another "strong customer". The customer needs simple things. Direct vocabulary. Don't bore him with information overload. Never give him a complicated answer. Think as a user, not as an expert.Push a button and it works. When someone asks why they bought something, the answer is often confusing. Buy what others do. One says that what one usually understands others to be correct is correct. This is how we are supposed to make fewer mistakes. Beware of wanting to be very logical. Commercial and marketing people believe that new products generate more interest than established ones because they are new. They overvalue interest in change in the client's head. Belief systems are difficult to change, even if they are based on scant and contradictory information. Branding is becoming less important, and the blur is getting bigger and faster. Diversification tends to mislead the customer. Drucker said the meadow always seems greener on the other side of the fence. The ideal is a single product,a single message, a single benefit. Otherwise, the situation will be taken advantage of by the competition, which is who usually does it. A good Quality is what everyone expects always and in any case. It is taken for granted. It has nothing to do with strategy.The strategy should be worked out from the bottom up, not vice versa. It must be supported by business operations.In what is happening in the line of direct contact with customers, the product and the service. And understand why that is happening. Too many managers are obsessed with what they think. And they are wrong: a person has her own mental positioning for everything. And the company that tries to convince you that it is capable of doing well whatever it does, apparently always fails. An overwhelming majority of companies, with rare exceptions, have a desire to grow more, and more. As if bigger was better, when in reality it implies much greater difficulties. Muscle is confused with fat. The bigger, the more loss of focus. Bigger is better? What is better? Doesn't "strategy" mean "size?" The customer never believes the company that says it can do everything equally well.You want to buy from the company that does everything best. Being a good specialist is perhaps the best differentiating idea. It only remains for the Client to know it. Good and well-known specialists are the ones who do the best (and the most forgotten). You can only be a profitable large company today if it is made up of several independent, specialized companies with different cultures. The bad news is that the specialist, the winner, tries other businesses and then erodes the client's perception, blurs and gets into trouble. The force that drags this is very strong; especially the psychological and the fatigue of the same. Beware of the genius of the director!Good and well-known specialists are the ones who do the best (and the most forgotten). You can only be a profitable large company today if it is made up of several independent, specialized companies with different cultures. The bad news is that the specialist, the winner, tries other businesses and then erodes the client's perception, blurs and gets into trouble. The force that drags this is very strong; especially the psychological and the fatigue of the same. Beware of the genius of the director!Good and well-known specialists are the ones who do the best (and the most forgotten). You can only be a profitable large company today if it is made up of several independent, specialized companies with different cultures. The bad news is that the specialist, the winner, tries other businesses and then erodes the client's perception, blurs and gets into trouble. The force that drags this is very strong; especially the psychological and the fatigue of the same. Beware of the genius of the director!it blurs and gets into trouble. The force that drags this is very strong; especially the psychological and the fatigue of the same. Beware of the genius of the director!it blurs and gets into trouble. The force that drags this is very strong; especially the psychological and the fatigue of the same. Beware of the genius of the director!A complex strategy leads to failure. The success is in how simple it works. Too many people get confused admiring the technology and the great. Perhaps most important of all is common sense and self-evident truths. Insightful research and a brilliant intellectual argument are worth little. Be careful with reports, market research and the like. "A large part of the information received in a war is contradictory, an even larger part is false and most of it is doubtful" The more unpredictable the world we live in, the more we look for and trust forecasts that help us decide what We had already decided to do 5,000 interviews with housewives at the entrance to a supermarket. Then they were asked what brands they were going to buy.They were asked again at the exit and only 3 women out of 10 bought the brand that they said they were going to buy. Tip: 1) Make a list of important attributes that you think your product or service may have. 2nd) Ask a few customers to order the attributes. 3º) Selected the best attribute, ask which competitors do it better. Follow that treasure map and forget your intuitions.Select a simple sentence of 5 words maximum oriented to the benefit of the client. Sacrifice everything else however good it is. Support this in all your communication with the client. Do not modify it. Language is complicated and there is a great temptation to use new and bombastic words. In communication the brief and good, twice good. I insist, the insecure manager, creates complexity. And it abounds. It's amazing how difficult it is to be simple for people. Only the very prepared is. In Marketing, clarify everything very well! Neither a word nor a concept should be left without question. Don't be afraid to say "I don't understand" or ask "why" (or "why not") 10 times in a row. The first impression is usually quite accurate, be careful that meetings with important people do not make you lose touch with the heat of battle. The larger the company, the easier it is for the director to lose access to the bad news.There is too much intrigue in the court. Don't try to change the way the client understands things! I don't care again: The desperate desire to grow is the basis of things going wrong. Growth must be a by-product; not a goal in itself. That desperate desire for growth imposes impossible goals that force us not to act well. Bad plan. Sustained growth of 15% earnings per share is impossible every year; and very difficult 10%. But analysts want miracles, so investors are putting more money in. The largest human group capable of communicating well with each other and implementing an effective strategy is 150 to 200 people. Greater size requires hierarchies, complication and a lot of formality to maintain cohesion.When someone from R&D goes to the DG to present a new product or service, the first question they should ask is "how many devices like this are already on the market?" and then "why the hell are customers going to prefer ours?"
How to get clients? follow these simple tips and you will have them
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