People often get confused about marketing. Most consultations start with "I don't know how to go out and sell" or "I don't know how to sell myself" and this discourages anyone.
It is as if the image of the charlatan of the fair, of the one who entangled a snake in his neck and with many words and inventiveness persuaded his audience to take away some article or elixir that always ended up being a small scam.
Key concepts:
1.- It's one thing, go out sell and the other get them to buy me.
There is an abysmal difference between one attitude and another. If I were an expert in hunting Cambodian elephants, no matter how best a salesman I was, I would starve to death in Washington. The explanation is obvious: there are no elephants in the USA (except in zoos and circuses).
Getting them to buy me is another story, this means being attractive in my offer, configuring a product or service that can interest the clients, that can satisfy any need that this has and then of course, make it visible!
2.- The needs aren't manufactured or manipulated: they're detected, stimulated and satisfied.
The idea that it is possible to dupe the consumer or the client is in itself a disdain for that person, the possibility of turning it into a puppet subject to our interests. Now, there are different types of needs for different types of individuals. My brother of 25 years can postpone a trip, but not give up his iPhone. A needy immigrant has to solve first his food, housing and health problems before thinking about travel. A woman in her forties will appreciate everything that keeps her young and beautiful.
A very interesting anecdote is attributed to Aristoteles Onassis: a journalist asked him, "Tell me Mr. Onassis, how did you manage to make so much money?" And the answer was "do you see that chair?" to which the journalist responds affirmatively and Mr. Onassis says "Well, I saw her first!".
Success in business who sees things first, who first diagnoses a need, that is, who first stimulates and satisfies.
This chapter will continue if successful!
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