Most businesspeople understand that having a "better mousetrap" isn't enough...while there may be the occasional exception, in general the world will beat a path to your door only if you market and sell your product effectively.
There are many choices involved in setting up the appropriate sales channel(s) for a particular product, and some of the issues are fairly complex and subtle. I would guess that many products have failed completely--or, at least, failed to live up to their potential--because of too much assuming and too little thinking concerning the "how to sell it" question.
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