Blogs by Dermot McKinney
What does it mean to be in business

What does it mean to be in business by
Dermot McKinney
Why
are we in business? Is it for the money? It is something to do? Is it
for the customer? Is it for our own ego? There is a lot of rubbish
published about customers and how do we win them...the magic formula is
printed below for you...Yes, you are surprised that A). someone has the
magic formula and B). they are willing it give it way for nothing.
Wrong, you see there is no magic formula,
no magic algorithm ( people are too complex for that)... the true magic is in its simplicity.
(extract below is from part of my business presentation series)
The essence of business.
What is business?
Before we define business we need to know ….
How long we want to be in business...
Is it 5 years
Or
50 years ?
Only by knowing that can we formulate our
Vision, Mission statement ,Policies, Strategies.
Selling a product or service is an art, a science it is analysed with consumer modeling.
Solving complex business problem
performance metrics
sales process
pipeline management tools
marketing messages
sales training manuals.....................
of
SOR,B2B,B2C,B2G,C2C,The 4 P's,The 4 C's,PLC Curve
Customer adoption process,Maslow,PEST.
All we want to know is What makes a customer decide?
We have data streams and people with MBAs telling us what people want.
But what do people really want and how do people really act?
Here is the formula:
People buy from people. People buy from emotion and not from logic. It is the experience.
It is the experience the customer feels that they have had that will draw them back to buy again and to tell others.
So, whereas computers churning out data can give you 20% of the answers
80% will be found by being on the shop floor not in front of a computer
screen...
Consumer science is important but it has its place.
At the end of the day... the bottomline is...
People buy from emotion and not from logic, People buy from people & It's the overall shopping experience.
Is that simplistic?
No, but it is that simple

