We are in a time when stopping can spell business death in the short term. New products, which create or discover new needs and take the budget of our customers, other direct competition, or substitutes, continually threaten to steal what we think is ours.

We have to keep pedaling, if we stop due to exhaustion or disorientation, we will fall off the bike. If we move we will be able to introduce corrections and look for new paths. From standing still, with legs stiff with fatigue, we will hardly be able to resume walking and pick up enough speed; We will see how others who we thought were behind leave us in the gutter. You have to shoot the right pieces

But it is just as bad to stop, as to carry out an intense commercial activity without the proper guidance. Shooting at everything that moves, with the Ukraine WhatsApp Number List   anxiety generated by not collecting enough pieces, is not a good idea. It implies on the one hand that we are going to run out of ammunition, shooting at things that do not serve us or that are out of our reach, and on the other that the haste and the lack of preparation will make us fail in situations that should not be us. escape. Anxiety is poison for sales.

If you have a thousand fronts open, you look back and see that you have done an enormous commercial work, and yet you do not get the sales you need, the conclusion must be that the solution is hardly to continue wasting ammunition with the same criteria. Strategic marketing is your telephoto lens

In the situation described, it is very likely that your strategic marketing is the problem and this is reflected in a lack of focus. Possibly you have a product that you think is fantastic, many people even tell you that it is fantastic, but the problem is that you cannot find customers who also think it is fantastic. Either there aren’t, or you’re not addressing them properly. Again our problem is to focus on the product rather than the customer.

My recommendation is that you go back, start over by identifying a more specific type of client, worry about their problems, see what they want to pay for, and use all the accumulated experience to attend to their needs, in a highly personalized way. When I say a type of client, I am not only using the classic segmentation criteria, a 39-year-old woman with a 7-year-old son and a university student. We need to characterize our clients in a richer way, in keeping with the wealth of our society.

A product that is for everyone, today, ends up being for no one.

Do you accurately shoot the right pieces, or do you go around killing cats?

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