Tips from Seth Godin.

We are offering 5 tips from Seth Godin. Do not look for a magic wand: they do not include techniques like you right now to increase their profits. But they are essential to understand how the scheme of sales, in principle - in the mind of the customer. Without this understanding of the sales will be. None. Never.

1. Why do not we buy?

We register online / pay attention to / make a decision to buy from marketers only if:

what is promised, in our eyes, is more valuable than the price for the acquisition;
while we believe that the acquisition of the right is better to address to you.
This principle works everywhere. Not only in promotional materials, but also in the executive summary, business meetings and even for a teenager who mows your lawn.

If your marketing does not work, the reasons are two: either you promise something uninteresting (or interesting enough), or the buyer does not believe that the acquisition of the need to speak to you.

2. In order to be heard, to listen to others

Many new entrepreneurs make the same mistake: they invent something amazing and waiting for clients themselves lined up to them in turn.

Or go to the retailer, or salespeople, or mediator - and wait until they make a stunning offer to clients, to themselves they could pull most of the profits.

In fact, all of the clients - this result is not what happens to you and what you have undertaken to do so. This process is the first and main purpose of the existence of your company.

Attention and confidence to the customer means more than anything else, because so you have a chance to talk about themselves, and the story can be spread, and that this will lead to a queue of customers. But this is the last step, not the first.

3. If you lose, invest more

The downward spiral is known to all. For example, a problem with alcohol leads to a loss of employment and loss of employment leads to the fact that the unemployed person starts to drink even more. Bad customer service leads to the fact that customers choose other sellers or suppliers, and this leads to the fact that the client department to cut the budget, and the problem is aggravated even more.

Your boss's constant anger because he doubted his leadership qualities. Bad character even more worsen its relations with subordinates, and he falls into even greater stress, which leads to an even greater expression of discontent with his hand. Workers upset to give a negative assessment of the work of the boss, and invest less and less power, and certainly get even more reprimands.

Initially, the degradation is slow, but gradually increasing speed.

This long-term problem can not be solved by any one swift motion. Instead, you need to change direction - not to move down the spiral, and climb it.

The most obvious, simple solution - to continue to live in this turn of the spiral. "When I'm stressed, I was paralyzed, so I need to figure out how to avoid stress." The plan is simple - stop wasting time on those actions that predictably lead to negative consequences. The plan is simple, but it rarely works.

More effective working methods of tracking down. Once you learn how to keep track of what it is now moving downward spiral, you will begin to understand what the circumstances or conditions trigger the process. Later you will learn how to manage their condition, and the same circumstances force you to climb up.

"Here I am, I'm moving down. What will it cost me to change direction? Who can help me? What should I do to learn? How do I change my habits and reactions? ".

The same principle works for organizations. At the fish restaurant sales decreased. Rather than cut back on salaries to its employees (downward movement), its director borrows money and buys the freshest and highest quality fish (upward movement). At the advertising agency began an outflow of customers. Instead of having to send employees on forced leave, early