Published by Selby Webb
Co-founder, Editor and Head of Marketing of SuccessField
2 years ago
When Steve Jobs first presented the iPhone, people laughed and stated that no one was in need of such a product. The truth is that necessity leads back to habituation. When you’re used to spend hours on the phone, you won’t be able to survive a day without one. I think every entrepreneur should focus on creating not existing necessities, instead of only focusing on present products and services. Here are some tips if you’re planing on becoming a good sales man.
Creating non existing necessities respectively generating artificial, urgent and high demand for something that you never knew and needed before, seems nearly impossible. This is because no one can analyse the market and state how big the impact and potential of that product would be. The best example are smartphones. Go back 20 years. Who would have ever thought that mobile phones would have been capable of doing what they do now? I’d say 99.9 % of the world’s population wouldn’t have had such a bright vision. Knowing this, try to be part of the 0.1% that might have been keen on miniaturization and technology. Focus on upcoming electronic devices and try to guess how they might evolve.
Developing something that’s already on the market, in a country where it never existed before, is another way of creating necessity. As an African living in Europe, whenever I visit Africa, I miss a lot of things which I take for granted. The amount of money that Switzerland invests in public transportation is very high compared to most African nations. The people down there don’t know it, but we as tourists feel that strong desire like no one else. This is exactly how customers should feel about a new product or service.
As soon as you have created the first prototype of your product, give it to potential customers to try. The reason is very simple. As soon as the customer likes your product, you’ve come a step closer towards your goal. It’s very important to receive honest feedback. However, don’t let too many customers try out your new product or service. Curiosity, the desire to know something, is what should bring every customer running to you.
A good example are applications with a trial version. I’m sure most of us have downloaded at least one program, which enables us to use its services in a limited way for 30 days. During this trial, we got used to it and many were willing to pay for it afterwards because it didn’t seem so expensive after we knew it’s value.
Know the difference between price and value. A price is the amount a respective owner of a service or product expects in exchange for his activity. The value however, is defined by the customers. If the customer is willing to pay 1000 US$ for a phone, then that’s the current value of a phone. Under normal circumstances, an entrepreneur can change the price of a product, but not its value.
How many times have you heard people say “I didn’t want to buy it, but after looking at the price, I couldn’t say no?” The reason is because they already felt a light urge of necessity, which lead them to purchasing the product. The most important thing is to make sure that the customer agrees with the set price. After they get used to your product or service, you can charge them the way you want. If your performance and reputation are good, people won’t question your qualities.