#头条创作挑战赛#
In the business world, no matter what kind of business a company runs, it must first answer three questions: "who to sell to", "what to sell", and "how to sell".
"Who to sell", "what to sell", "how to sell", these three questions seem simple, but in fact they are not easy to answer.
These three questions correspond to the three major strategies of the enterprise: customer strategy, product strategy and marketing strategy.
The most important principle of "who to sell", "what to sell" and "how to sell" is differentiation, and to find a market with no competition or less competition through differentiation.
In the three aspects of "who to sell", "what to sell" and "how to sell", enterprises must be able to distinguish themselves from competitors and achieve differentiation in at least one aspect, otherwise it is easy to fall into the quagmire of homogeneous competition.
01Sold to whom?
To sell a product or service, you must first know who your target customers are (to whom you are selling to).
Target customers are the people your product is intended for, but not all of them. Because your product can't be everyone's needs.
Don't fantasize about doing business all over the world, thinking about selling your products all over the world, this is the ideal state, it is difficult to achieve. No matter how well Ali does, there are still many people in China who don't use Taobao.
For most businesses, choosing a target customer is to try to find a niche and avoid strong competitors.
There is no small market in China, so we have to make big fish in small fish ponds. For those customer groups that you can't win by yourself, you must give up decisively.
How do I find a non-competitive market? Only subdivisions, subdivisions, subdivisions, subdivisions.
For example, the clothing industry can be subdivided into two types: customized or ready-to-wear; Customization can be subdivided into women's clothing customization and men's clothing customization; Women's clothing customization is further divided into working women and non-working women; Working women can continue to be segmented into high-income women and average-income women.
Keep segmenting and finding an ideal niche to target your market.
For example, the training business can be divided into large enterprise market and small and medium-sized enterprise market according to the size of the enterprise. You can target your customers to small and medium-sized enterprises and forgo the opportunity to train the management and employees of large enterprises.
According to conventional thinking, the market for the employee training business of large enterprises is much larger than that of the training business of small and medium-sized enterprises.
However, the pressure of competition in the market for the employee training business of large enterprises is also greater, and you have to compete with the smart, capable and charismatic star trainers, and it is very difficult to win.
02What to sell?
The key to what to sell is to understand the needs of customers. When customer needs are clarified, the product can be prescribed the right medicine.
It is necessary to understand the needs of the target customer, figure out the pain points of the target customer, and then determine the value that the product can provide based on the customer's pain points, and then re-examine and design the product based on the value.
Any product can be broken down into multiple elements such as performance, quality, design, price, ingredients (raw materials), service, etc.
For each product element, different customers have different needs, some customers value performance, some value quality, some value product innovative design, some value product price and so on
For these elements, enterprises should not pursue all-encompassing, enterprises should concentrate on strengthening the elements that target customers value most, and make the elements that target customers value the most into their own unique selling points.
As for the other elements, it doesn't matter as long as you are on par with your competitors, or even slightly worse than your competitors.
Because only by polishing the product elements with unique charm can the product be unique and differentiate itself from competitors.
The value of differentiation is the key for enterprises to avoid homogeneous competition and stand out from the fierce competition of similar products.
03How to sell?
Once you've designed a product that customers find appealing, it's time to decide how to sell it.
If you answer the question of "who to sell to" clearly and accurately in the first step, the answer to "how to sell" will naturally emerge.
Your target customers are clear, and then analyze their thinking and behavior characteristics, where are they often present? When do they show up? When is there a demand for a product? How can they afford to pay? What kind of information do you like to receive......
Then, you design your marketing strategy based on the analyzed thinking and behavior characteristics of your target customers.
To solve the problem of "who to sell to", first introduce the product to the customer, let the customer know that your product exists, and then use the appropriate way to sell your product to the customer.
No matter how attractive your product is, if no one knows about it in the market, no customer will buy it. Therefore, the first thing about "how to sell" is to promote and introduce the product to customers.
When it comes to advertising, aim at the target customer group that you set at the "sell to" stage and tell them, "This is a product that has been carefully designed for you and fits your needs perfectly." ”
When customers know about your product, you sell your product to customers.
There are many ways to sell: you can sell through online platforms and social media; It can also be sold in traditional brick-and-mortar stores.
04 is written at the end
To sum up, solving the problems of "who to sell", "what to sell" and "how to sell" is the key to business management.
Finding the target customers first, then determining what products to sell based on the needs of the target customers, and then developing an effective marketing strategy is the only way to succeed in a competitive market.