Kennedy marketing or tough business management
Greetings, dear businessmen! Today is a little unusual post. You know, I read a lot of books on business, and Dan Kennedy’s book “Tight Management” made the biggest impression on me. Therefore, the topic today is “Kennedy marketing.” As you understand, I will try to share the most basic impressions and conclusions. I’ll make it very simple: I’ll list in the list the most important points of Kennedy marketing.
Dan Kennedy Marketing (author of Tight Management)
Key Findings from Dan Kennedy’s book on Business and Marketing Tight Management
In business, the most important thing is to find and apply only the most effective, successful and reliable marketing, advertising and sales strategies.
The main imperative of business is maximum profit.
For success, work on a business is more important than business. All the owner does is strategic management and marketing.
The speed of implementation of an idea is an indispensable competitive advantage.
Sometimes chaos and uncertainty are a good sign.
Each contact with the client should strengthen the image of the company.
Define standards for your business, position yourself (based on real and real customer needs for each aspect of the business). This is your “customer agreement”.
Finding a point is already good for every aspect of the business is priceless.
Borrow ideas from a wide variety of companies and industries – this gives an advantage, because all competitors usually have the same narrow horizons.
Excuses and profits are incompatible. The scoreboard (some kind of sports arena, meaning) shows the result, because it is important, not the reason, because it is not important.
We must constantly think about how to increase profits – to increase the share of profitable working time, to find new ways of marketing and advertising, how to keep each client, how to get recommendations, what is not worth doing, what needs to be delegated, etc., etc.
Selling is not an act, but a process. Find out the most effective selling algorithm and force all employees to clearly follow it.
The right sales system + the right sellers = outstanding results.
Follow-up is a must-have tool for a successful business. Including, maintaining a “lively” and relevant customer base.
Time management!!! Ruthless discipline.
The most important skill of an entrepreneur is a clear understanding of what you can and cannot do. Sometimes the ability to give up something is the path to success.
It’s important not to be a squirrel in a wheel.
There will always be many reasons for NOT making a decision (we need to study the issue more deeply, we need to think about a business idea, we must add it to the list, we must make our business plan more thoroughly, etc.).
Decide for yourself, what are the three main things (factors) to make a profit from a business? They must be done every day!
In the end, we add that if you are going to open your own business, you should always have the answer to the following questions:
Who is the buyer of my product and / or service?
How much is the buyer willing to pay for this product?
Where will he find him, or how will I bring him (the product) to him (the buyer)?
What will be the cost of the product and is it possible to make money on it?