Step 4: Sell Your Products and Services Cost Effectively
The best product or service in the world will do you little good if you can’t market it successfully and cost-effectively. We have learned through the school of hard knocks the three fundamental rules of marketing, which are detailed in this chapter. First, you can’t rely on anyone else to sell your product for you—no matter how much money you throw at them. Second, nobody knows for sure how a marketing campaign will turn out. The only way to know for sure is to try it out and see what happens. Third, it’s no use spending money on marketing unless you also have a plan to track your results and see what’s working and what’s not working. We have discovered many easy-to-implement techniques that can greatly affect your sales and marketing success. These techniques are described in the following pages.