Successful companies have a clear understanding of what their customers need from them, and that’s what they deliver. As you start your business, and begin engaging with customers, you’ll need to do the same.
I’ve often found a desire to outsource sales. To find a middle-man who will take the sales burden – could be a distributor, an agent or another type of distribution network. Putting someone between you and your customer, creating a barrier, is a bad idea.
You are losing out on valuable learning, which might be the difference between winning customers or staying on the sidelines. You’re wasting the engagement opportunity and giving someone else very valuable knowledge.
Don’t do that.
Immerse yourself in your customers – know them, know their businesses, how you’re positioned, priced, promoted with them. What works, what doesn’t? Talk to their customers about your product or service and find out what they think. Eventually you’ll understand the tweaks needed to drive real traction. Then, and only then, you can start to build third party distribution in the manner that you want it.
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