CUSTOMERS IS NOT ALWAYS RIGHT!

One of the most common phrase in the business is - The customer is always right. And it's actually not so. If this were so, then everyone would buy everything from everyone. And what about people with mental health problems, with psychopaths .... If someone claims that the customer is always right, and then where is the targeting in marketing, why the company decided for specific market segments? I will try to introduce a single situation from everyday life: My mother went with a friend to raise the pension and then went for coffee at a cafe nearby. And this friend of my mother, anxious that her son was fired in Sweden and will not be able to send her some amount of money, which she throws and spends at nonsense, can not cope with her anxiety, and at another table sat 4 guys and talked a little louder. And she says at one point to my mother that she would tell them to talk a little quieter or that she would say to waiter. My mother tells her not to do stupid things and let it settle. But take for example that it is done, now the question is how would these people respond to her (I know how I would!). And now the question is who is more important to the owner of the coffe shop: A grandmother who come from time to time, or very rarely, or 4 regular customers, who almost daily leave money? If this theory is correct that the customer is always right, the waiter would ask these gentlemen to subside, or explain to crazy lady why they are so louder. But the reality is quite different. If it is not like it, can not cope with their neuroses ... it should be said to go to another place because it is neither promil in daily operations of this cafe. Decide who you are and act accordingly! This constant insistence on the duality of personality that a person be both dry and thick, rich and poor .... not lead to nothing. You need to choose a market segment that you want to service and its customers and to direct all efforts towards achieving these goals.

HOW BAD MARKETING RUINING SALES?

Some involved in marketing, that business activity consider separate from the others, think that it is in itself, that is the purpose of business .... This raises the question of how bad sales and marketing ruining the premise breaks all successful business, because their action does not lead to sales, and thus to achieve the goal - EARN NECESSARY MONEY. Poor marketing ruining sale: - by promoting products or services that are not in stores, - by what is written in small print that fence supplier services / products not responsible for the irregularities, but as if the buyer is interested, will go to a store nearby, - by what is the same fine print reads that product images from the actual state of things but what does it concern a customer who wants to 6 cups, glasses, etc. but inside there are 5, and where does the idea for 5! - by the promotional material says that the amount of inventory, etc. until the end.but who cares, and what is promoting something which no or little, - by what is required by law to communications between users and companies lead by certain members of the law, but it's not interested, These are just some examples of bad marketing, which destroys the sale. What other examples?

WHY? HOW? RESPONSIBILITY? FINANCING?

Before engaging in any business project, in fact any project in life, you should think about the following issues and gain a clear picture:

1. WHY? The reason why the project is started. It can be defined as a mission, vision and so on. but the main question is WHY a man should deal with it.
2. HOW? the question concerning the business concept.
3. RESPONSIBILITY? Who is responsible? To accurately identify carriers of responsibility in order to avoid the phenomenon of"diffusion of responsibility '..
4. FINANCING? And the real question is Who will pay it all? Abstract and vague reasons as ‘it would be nice', 'it should be' and so on... 'going down the drain' in front question how and who will finance it and file a financial burden.

These issues are changing and the best business plan and usually a bunch of words on paper has a purpose that less and less appealing and make the answers.