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14 - Getting Customers

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					14. Getting Customers


    Never,	
  ever	
  underes+mate	
  the	
  urgency	
  of	
  ge5ng	
  
    customers.	
  


    Your	
  company	
  might	
  have	
  a	
  great	
  product,	
  
    sa+sfied	
  employees	
  and	
  a	
  decent	
  amount	
  of	
  
    funding,	
  but	
  un+l	
  you	
  start	
  (and	
  con+nue)	
  ge5ng	
  
    customers,	
  your	
  business	
  is	
  not	
  succeeding.


    In	
  my	
  years	
  as	
  an	
  entrepreneur,	
  I’ve	
  found	
  that	
  a	
  
    single	
  trait	
  separates	
  a	
  successful	
  business	
  from	
  a	
  
    failed	
  one:	
  their	
  ability	
  to	
  get	
  customers.


                       You	
  should	
  be	
  more	
  than	
  willing	
  to	
  get	
  
                         customers,	
  you	
  need	
  to	
  be	
  
                                       passionate	
  about	
  ge5ng	
  
                                              customers,	
  and	
  eager	
  to	
  
                                              do	
  whatever	
  it	
  takes	
  to	
  
                                          get	
  more	
  people	
  using	
  
                                   your	
  product	
  or	
  service.
Getting Customers

 There	
  are	
  a	
  variety	
  of	
  tac+cs	
  and	
  anecdotes	
  on	
  growing	
  your	
  business	
  
 in	
  this	
  book,	
  but	
  keep	
  in	
  mind	
  that	
  nobody	
  can	
  ever	
  tell	
  you	
  a	
  surefire	
  
 way	
  to	
  get	
  substan+al	
  customers	
  every	
  +me.	
  Why?




       Customers: The Basketball Analogy




                                                                                                                        Chapter 15: Getting Customers
      Imagine that you’ve never played basketball before, and I’ve decided
      to tell you how to play.


      I sit you down and explain the rules in great detail. I may be the best
      basketball player in the world, and give you specific tips on footwork,
      how to shoot properly, the best way to defend the basket.


      All of my directions may be crystal clear conceptually, and you can be
      in good physical shape, but when you step out onto the court you’ll
      still be an amateur. You’ll make mistakes, and will only get better by
      actually doing drills and playing the game, over and over again.




 Now	
  imagine	
  that	
  playing	
  basketball	
  is	
  like	
  ge5ng	
  customers.	
  You	
  can	
  
 learn	
  approaches,	
  strategies	
  and	
  ideas	
  for	
  ge5ng	
  customers,	
  but	
  
 concepts	
  mean	
  nothing	
  without	
  a	
  willingness	
  to	
  try	
  and	
  try	
  again.
You	
  Can’t	
  Outsource	
  Sales

It’s	
  not	
  necessarily	
  the	
  best	
  quality	
  products	
  that	
  end	
  up	
  being	
  used,	
  it’s	
  
the	
  best	
  marketed	
  products.	
  I	
  can	
  guarantee	
  you,	
  there	
  is	
  probably	
  an	
  
amazing	
  product	
  or	
  service	
  very	
  similar	
  to	
  yours	
  that	
  simply	
  never	
  saw	
  
the	
  light	
  of	
  day	
  because	
  it	
  wasn’t	
  marketed	
  well	
  enough.


The	
  key	
  thing	
  to	
  remember	
  is	
  that	
  sales	
  and	
  marke+ng	
  are	
  not	
  
something	
  you	
  can	
  outsource,	
  especially	
  when	
  your	
  business	
  is	
  first	
  
star+ng	
  out.	
  You	
  should	
  be	
  the	
  #1	
  advocate	
  for	
  your	
  product	
  or	
  service;	
  
if	
  you’re	
  not	
  passionate	
  enough	
  about	
  your	
  product	
  to	
  sell	
  it	
  yourself,	
  




                                                                                                                      Chapter 15: Getting Customers
how	
  can	
  you	
  expect	
  anyone	
  else	
  to	
  be?




 Make	
  This	
  Your	
  #1	
  Priority

                                                 The	
  principle	
  wriPen	
  on	
  the	
  leQ	
  is	
  a	
  
                                                 common	
  adage	
  in	
  business	
  circles,	
  and	
  
   The Pareto Principle
                                                 can	
  be	
  a	
  valuable	
  way	
  to	
  think	
  about	
  
                                                 ge5ng	
  customers.	
  
       80 percent of
       your results
       come from 20                             The	
  Pareto	
  Principle	
  general	
  holds	
  true	
  
       percent of                               once	
  your	
  business	
  is	
  large	
  and	
  
       what you do                              successful.	
  When	
  you’re	
  star+ng	
  a	
  
                                                business,	
  however,	
  99	
  percent	
  of	
  your	
  
                                                results	
  come	
  from	
  1	
  thing	
  that	
  you	
  do.
     What	
  is	
  that	
  one	
  focus?	
  For	
  a	
  new	
  business,	
  it	
  can	
  be	
  one	
  of	
  three	
  
     things:	
  securing	
  capital,	
  building	
  a	
  great	
  product/service,	
  or	
  ge5ng	
  
     customers.	
  That	
  last	
  one,	
  ge6ng	
  customers,	
  is	
  the	
  priority	
  that	
  is	
  
     most	
  likely	
  to	
  secure	
  your	
  success.


     I	
  apply	
  the	
  1-­‐99	
  principle	
  with	
  my	
  employees	
  and	
  with	
  myself;	
  we	
  
     write	
  down	
  one	
  task	
  that,	
  if	
  completed	
  within	
  a	
  certain	
  period	
  of	
  +me,	
  
     will	
  make	
  the	
  biggest	
  difference	
  to	
  the	
  	
  business.	
  


     I	
  do	
  this	
  because	
  if	
  we	
  don’t	
  remind	
  ourselves	
  every	
  day	
  to	
  focus	
  on	
  
     that	
  one	
  thing,	
  we	
  will	
  spend	
  most	
  of	
  our	
  +me	
  doing	
  other	
  things.	
  




                                                                                                                              Chapter 15: Getting Customers
     Why	
  do	
  we	
  consistently	
  fail	
  to	
  do	
  the	
  one	
  thing	
  we	
  need	
  to?	
  Because	
  
     the	
  most	
  important	
  thing	
  to	
  complete	
  is	
  also	
  the	
  hardest.	
  


    People	
  much	
  prefer	
  wri+ng	
  a	
  long	
  list	
  of	
  small	
  tasks	
  to	
  check	
  off,	
  so	
  
                                           that	
  we	
  feel	
  accomplished	
  at	
  the	
  end	
  of	
  
                                                  the	
  day.	
  The	
  reality	
  is	
  that	
  those	
  
Check out                                             things	
  almost	
  never	
  make	
  a	
  
this lecture                                                                      difference	
  to	
  your	
  
on getting                                                                            business.	
  
customers
on a
                                                                                       Ge5ng	
  customers	
  
budget!
                                                                                 is	
  hard,	
  but	
  it	
  is	
  also	
  
                                                                            the	
  lifeline	
  of	
  your	
  
                                                                          business.	
  If	
  you’re	
  not	
  
                                                                        spending	
  at	
  least	
  50%	
  of	
  
                                                            every	
  single	
  day	
  ge5ng	
  customers	
  
                                       during	
  the	
  first	
  six	
  months	
  of	
  your	
  business,	
  your	
  
                                      business	
  will	
  suffer.

				
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