A good business model should result in market acceptance. If the market accepts the product and your distribution method, it will be easy for you to not only sell but remain relevant in the long run. Entrepreneurs start charged with a great product that may launch really well but the excitement soon fizzles out if the product fails to penetrate the market.
Some products and services just do not take off. What can you do to ensure this does not happen to you? An example is with online selling. While this has worked well in many developed economies, the take-off in Africa has been slow due to a lack of trust in online payment methods and vendors.
This fear may be more perceived due to cultural issues, than real. However, this does not help the notion people have and that is often proved true. African shoppers in many countries simply prefer to pay for goods when they see them than believing that someone else will keep their word. Online marketers who first cracked the African online marketing code offer payment on delivery. This addresses the trust issues. They also offer mobile payment options for those who don’t have or don’t want to use their cards.
Despite the challenges in getting market acceptance, you can start well and keep the momentum by understanding the culture of people and the little nuances that affect the buying process. Below are some tips to keep in mind after you have come up with a product.
i) Connect with the customer: You do this before, during, and after launch and purchase. Ask and answer the questions your customers may have in all your communication: website, the point of sale, and your social media pages. When new issues come up to make sure you address them effectively and efficiently. By keeping your perspective, that of the customer, you will not only be able to connect with them but also preempt their needs.
ii) Use descriptions in your marketing material: This means not stating features but benefits to the customer. The other information can be added however what makes sense to the majority of your customers is how they benefit from using your product. Highlight unique benefits not offered by your competitor and use language that is familiar to your customer.
iii) Demonstrate that it works: This can be done by promotion staff at retail stores. You can also demonstrate your process or how the product works by displaying info-graphics on your brochure, website, and other marketing material, videos used online, and in television advertising.
iv) Build-in motivation to buy: Your choice of location, having a special feature attached to the product, or selling it along with / co-packaging with another product will create motivation to buy. A food truck near a shopping mall is not likely to sell as much food as one next to a football stadium on the game day despite there being a lot of traffic. A restaurant is an end destination and most likely anyone who wants to buy food will go to the mall to a specific restaurant.
v) Make it easy for stores to accept: This can be done by ensuring the packaging is right for the display and store. It should clearly define or demonstrates what the product is and how it works for complex products. Ensure the packaging is good enough to withstand the handling in the shop by customers and staff to minimize damages.
vi) Think broad: Consider this during the development phase. With your product now ready to go to market, you should be ready to make any adjustments that are feasible in case your primary market does not take off. Do not waste time pining over it as doing so will mean wasted resources. This is where your flexibility as a leader and having a prepared mindset makes things happen.
vii) Involve other staff: Depending on what the product/service is, involving the back-office staff may add value to your launch. If this is not possible, ensure the team involved has a very good understanding of technical issues. Having front office staff who cannot address simple technical problems can reduce your credibility.
Another advantage of having non-marketing staff is that they are able to hear and understand first hand what the customer wants and make the necessary adjustments in technology and operations thus keeping you relevant.
viii) Focus your efforts: pick the right tools and methods to use. This is especially important if you have a limited budget. Weigh the impact of each method you would like to use, prioritize, and focus your efforts. This ensures you thoroughly cover a demographic or geography and get accepted before moving to the next.
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