By: Guy Kawasaki

Guy Kawasaki is a managing director of Garage Technology Ventures, the former chief evangelist of Apple, and the author of many books.

Guy Kawasaki

 

  1. "Let a hundred flowers blossom". Sow seeds in many markets, see what takes root, and harvest what blooms.

  2. See the gorrilla. Look for much larger and unexpected market opportunities

  3. “Sell,” don't just enable “buying.” Pick the right lead generation method. Start with face-to-face, personalized, and intense contact. Advertising can't do this, so for most organizations the best lead-generation methods are seminars, presentations by company executives, and schmoozing. With a little luck and determination, you may wake up one day to find that you no longer need to sell because your product is being bought − mazel tov!

  4. Find the key influencers. The biggest titles do not have the biggest brains, so don't go after the biggest titles. Instead, go after the key influencers. To find the key influencers, ask people at the company to answer this simple question, “When there are problems, who does everyone go to at this organization?”

  1. Go after “agnostics,” not “atheists.” Successful and fat prospects are the least likely to try something new and different. Give them your best shot--once. But then cut your losses and move on to the “agnostics” - people who had never used something like what you offer before.

  2. Make prospects talk. Ask questions to get them talking about their needs, (b) shut up, (c) listen, and then (d) explain how your product or service fills their needs (if it indeed does).

  3. Enable test drives. People are inherently smart. If you provide them with the right information, they are the best judges of the suitability of your product or service. Enable people to test drive your product or service in order to make their own decision. Essentially, you are saying, “I think you're smart. Because I think you're smart, I'm going to enable you to try my product to see if it works for you. I hope that it does and that we can do business.” Therefore, do whatever it takes to enable people to download a trial version of your software, use your web site, drive your car, eat at your restaurant, or attend your church service.

  4. Provide a safe, easy first step. The goal is to make the adoption of your product or service as safe and easy as possible. If you combine this stress-free approach with a compelling product or service, you've got it made. If your prospects have to jump through loops to adopt your product or service, then your must convince them that doing so is worth the effort.

  

Winning Customers (Ten3 Mini-course)

 

 

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