Let me ask you a question. What is the most important thing in running a Business? Well, obviously selling. Right? Wrong! This is like stating that the most important thing in life, its purpose, is breathing.
Yes, you need to breath to survive, to live, but breathing is not the most important thing it is a prerequisite. Unless you have found a purpose in life you won't reach your goals because you have none.
The most important thing in Business is goals, a strategy and then comes selling.
Having said this, let us have a look at selling. What is selling anyway? Selling is the exchange of wealth. Selling is giving someone something she desires and receiving something you desire. Your customer, or client for this matter, must be willing to give you more in wealth back than you put in to produce your product or service.
Hey, why do you always talk about wealth instead of money? Because most of us do not realize anymore that money is a derivate for wealth. Money is just green pieces of paper with famous people printed on it. What makes money precious is that we, the society agreed to accept it to exchange wealth. It is a way to measure wealth. Nothing less and nothing more.
Listen, you put some sort of energy in developing or producing a service or product. That takes time and resources. The time you use for preparation you can not use to find food for example. If we had no money or hadn't invented the exchange of goods, you might end up starving. What you actually do is you put some of your wealth away from the needs of the day and put it into something else, your product. Because we have money, and hopefully you have some as well, we can do that easily. If we are hungry, we just take some of the stored wealth we have - some bucks that is - and exchange it for our favorite burger or tacos. it is that simple. Money is stored wealth. And Business is about gaining wealth not loosing it.
Selling is simply the exchange of wealth. I said it before but like to repeat it here just to emphasis it a little more.
Now, if Business is about gaining wealth, how do we gain wealth by selling? We do so buy asking for more wealth to exchange the good than we had to put into producing it. The price - the amount of wealth we ask for - must be higher than the cost - the amount of wealth we put into building the good. The difference between price and cost is called the margin and is the measure for how much your wealth increases once you exchanged it for the asking price.
Only having a good of any kind doesn't increase your wealth. If you have the worlds best ice maker and can not sell it at a price and frequency high enough to increase your wealth, all the effort(wealth) you put into producing it is literally "on ice". Means the wealth you put in is virtually existent but you can not use it unless someone else is willing to buy.
I know this all sounds obvious and very common. But let me ensure you that common sense is not very common at all. Most people do not look at Business as a wealth creating machine and at money as a wealth replacement. Money is not magic. wealth is.
So you have your great product or service developed. How to find costumers? What are potential customers?
Potential customers are people with a perceived need for your product and service that is desirable enough for them to pay the price you ask for.
So forget the "millions of potential customers a
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