Many times the small business speaks of the service as a strength but when a return arises all are problems, bad faces and a voucher to spend in the store…. Either we are consistent or they will go to the English Court!
Promotion factors:
Promotion is the part where we go outside our four walls to tell the
world what we do, why and how.
Includes advertising, public relations, on- and offline communication,
personal selling , promotional campaigns ...
For any of these activities to be effective, the where or when is not so
important as being very clear about the what and why.
Let me explain, to effectively communicate our message, it is essential
to have a very clear definition of the product or service you offer, responding
exactly to what your audience demands and the benefits you bring them.
This need must respond to the demands of the local environment where the
business is located.
In addition, we have to bear in mind that through advertising, the web
or even the means of communication at the point of sale or any other means of
promotion, we must stick to reality and never offer something that later
disappoints the customer's expectations.
Process factors:
It is also vital that we correctly structure our business
processes.
If all the processes of our company are like a well- oiled
machine , that works without errors or friction, then we
can acquire price, delivery and service commitments that
make the customer's shopping experience as satisfactory
as possible.
The processes, techniques and tools are essential to achieve any idea.
The business model is intended to add value to the products or services
we sell and to seek the greatest simplicity and efficiency in the processes as
part of that value.
The mechanism of a store is simple, the benefit is obtained from the
difference between what it costs us to sell the product or service and the
final price paid by the customer.
In order to sell the product for an amount higher than the cost price,
we have to significantly increase its value, for that we use the appropriate
business model and processes.
Either we are capable of revaluing the product and that the client
appreciates it so that they are willing to pay for it or we will have to
simplify all the necessary processes to be cheaper and be able to compete on
price.
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