Everyone in the world, wants to achieve some thing tangible, for which, one has definitely to make a start. If start is satisfactory, subsequent works will have smooth sailing. However a lot of foresight,thought & preparation is needed, before start of any work. We must break things down into small elements, & plan so that the ultimate vision is achieved. When the things are seen at far off distances or away in time , we see a hazy, unclear & broad picture, but at near distances, we see clearly & in detail. The most important topic, out of the eleven Chapters of the book, is regarding generating large quantities of business, for the start ups. It is easier said than done. Sometimes, the product or service is used for unexpected uses. The author advises floating the item in the market, to test where & what for, it is taken up, besides breaking the resistance of the buyers for taking an item from a new & unknown, or less known organization. Where success is visualized, we should develop that unknown/unexpected area or market or customer or group, & adjust the organization accordingly. The success from the expected areas should be grabbed, but we should not lose that coming from unexpected quarters, for which we should keep our eyes & ears open. Since the start ups are not well known in the market, it is advisable for them to sell their items, through face to face personal contacts. In every organization, there are influential people, whose opinion matters for various things in the company, including purchases. It is advisable for start ups, to identify such persons, through various other employees lower down in the organizations, & then through some introductions & follow up, what ever help is coming this way, should be accepted.
Talking is the job of sales people. But we should also allow the customer, or the prospective buyer to reveal his mind, so that the item can be sold. For the products from new companies, the sales man should ascertain the customer's minimum requirements expected from the product, & explain as to how this product could meet his requirements. Also, the buyer may be allowed to try out the product himself for his satisfaction. The efforts for effecting change over from existing item, to the item from the new company, should be made in a gentle & gradual manner, & the consumers should be allowed to return the items, if not satisfied, within some reasonable period. Many times, the efforts to get a foothold in the market, may get a rebuff, leading to rejection of product. But, instead of getting disheartened, we should take it as a feed back, & learn from the reasons of rejections, so that we can do better in the future. For this, we must involve everyone, identify indications from the analysis of sales data, set goals & reward the performers, since getting business is a continuous work, & not a one shot affair.