I started working on my own when I was 14 and learned a lot since then. Made many mistakes, had doubts, got frustrated, was happy, did party, was sad, angry, disillusioned. The awesome Steve Blank video series helped me to sort my vision and myself. I didn't write for you, I did it for me... and you
Steve Blank - Customer relationships
Customer relationships - How do I reach them, how do I gain them and how do I win them for the future? Customers are sales and revenue means reinvestment...
Creating a product is often seen as the most difficult thing and as a hurdle in a startup. Once it is done you want to deliver to your customers...But will it be??? You want to win clients, that is the stated goal. You will quickly realize that when you are confronted with this, creating the product is not always the most complicated thing. How do I reach my customers? Take for example a hunter that uses a musket, also known as a shotgun, to bring down an animal. At first the bullet looks very solid but as soon as it is shot the cartridge opens and many pellets (about 30-140) are scattered onto the animal. Some hit the organs or fly past and others cause nothing at all. That is how it is with reaching customers. The problem lies herein that costs and time play a bigger role. First of all, it’s important to know HOW I can reach my customers. We discussed this briefly in our previous article “Which sales channels are there?”
If the hunter does shoot the animal it does not necessarily mean that it is was brought down, and this also applies to us. Maybe we got the attention of a customer and he stored it in the back of his mind. With that we have - and we can be very proud of that - taken a very important hurdle. One has heard - respectively of our product - about us. This factor can, depending on the context of how they heard of you, create a first basis of trust and thus the opportunity to gain a potential prospect as a customer.
If life as a startup was just that easy. We wowed our customer and now he has decided to purchase from us. What happens now? Of course, whoever has the only bakery in the street or nearby area will sell their bread again tomorrow. It is obvious that a commodity which is used/consumed daily can also be sold tomorrow. The comfortableness of people will excuse a faux pas made by their baker and will still go on to buy his bread next week. But in the Internet age, many products are no longer subordinated to demand and supply since the possibility to orient yourself otherwise is given. If I buy at A and then go to a search engine, I will receive advertisement from B. As a product manufacturer we hardly have the chance to build customer loyalty. E-mails that are aimed to attempt to fool people to believe they have a personal relationship are simply ridiculous. If I want to survive, I have to make sure my customers are my customers tomorrow.
As already described in our previous article, there is a significant difference (which we already experienced with the bread) between physical goods/distribution channels and virtual goods/distribution channels. For both, however, the "Customer Life Cycle" is always the same:
Get - Keep - Grow
In our next segments, we will focus on these three pillars.
This article is written by our CEO, Bernd Korz. With his experience as an entrepreneur, he shares his vision about the lessons provided by Steve Blank. Join us every week for a new article on Steve Blank’s lectures.
More information on Steve Blank:
- alugha Videos
- Google Search
- Amazon Books
- Twitter Steve Blank
- Twitter Bernd Korz
More articles by this producer
Those who only point out problems and no solutions do not create value for their customers. Those who only bring solutions and cannot explain where the problem lies will not be able to convince their customers.
The value contribution of a start-up can be seen in different ways. Technological or market-relevant advantages are equally valuable. There are many options for positioning yourself. The only relevant thing is that you define and develop the right value proposition for yourself and offer it to your
Videos by this producer
I decided a few days ago to switch from Firefox to the EDGE from Microsoft completely after I have extensively tested it for three months. Unfortunately my entire AutoFill data has been completely destroyed. I could not find a way to delete them. Even deleting the browser data did not really help me
I took the chance on the 29th of April and have been to McDonald's for the first time since ages to try Vegan TS.. And or course as usual McDonald's should give the Oscar to their food photographer or send a very bad letter to their emplpoyees. The paddy itself is good and well done. Not as good as
Hi everyone, i´m Bernd Korz and this short film called “SANDWICH” is my submission to Google’s ‘Local Guide Summit 2016’. Everything that I do and create, I do and create so with passion and by conviction. I love my life and I love my surroundings. I am very compassionate and like to help people.