To familiarize yourself with the environment in which you work does not just mean knowing everything about the area where your business is, or knowing the Internet in the case of online sales of products or services. A familiar environment means knowing your competition, your customers, as well as their needs. And, when you get to know them well, you need to prepare an appropriate strategy to win the over, and satisfy them.

Članek je na voljo tudi v slovenščini TUKAJ.

Get to know your competition

We always say that competition is healthy, and that competition is important if we want to be better, more successful. But, in order to be better than them, it’s good to get to know them well. Perhaps you could use their products, services, or visit them … In addition to all of this, follow their plans in different areas. Ask them what their ambitions are. Become a hidden customer of your industry and find out what the key orientations of your competitors are, their methods of working, the marketing tools they use and how they communicate with their customers.

Get to know your customers well and find out what their real needs are

To know a customer does not just mean we know their name and surname, that we have their email address, or maybe even their phone number. To know a customer means that we actually know what their needs are, and why they need our product or service. We need to know when they decide on our products or services and on the basis of what. It is also very important to know who or what influences their opinion — whether that be the general media or perhaps some specific person in the media. If so, try to connect with them; they may even become promoters of your business, simply because they like it! Or, you can offset their services to you against the purchase of your products or services.

You need to know the environment in which you operate

The structure of the environment, economic development, financial picture … all of this is important for effective sales. It is important that you know the demographics of your customers, especially if you work in a local environment — and consequently, their shopping habits, their purchasing power, and the like.

In addition to the environment, you must also know the supply chain of your business. You need to know where your raw materials come from — the components that are an integral part of your product. It is also good to know where the raw materials and other things you use in providing your services come from. If you are a graphic designer, you may have to tell someone a little about the program you use, a baker must know exactly where his flour comes from, a hairdresser the color he uses, a motivator where his knowledge comes from, and so on. Today, traceability within the supply chain has a great value.

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