Предложений много, а клиент один.

По крайней мере, так видит ситуацию сам клиент.

Он выбирает, у кого купить. У вас? А почему у вас, собственно? Почему вы – лучший выбор для него?

От того, насколько грамотно вы ответите на этот вопрос, зависит…

Да в общем-то, весь ваш бизнес и зависит.

Если вы не сумеете это обосновать – прогорите. Если ответите убедительно – преуспеете.

Здесь все о том, как отвечать правильно.

В формате PDF A4 сохранен издательский макет.

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Что бы вы ни продавали, важно отличаться от других. Ведь каждый покупатель, выбирая тот или другой товар, ищет ответы на вопросы «Чем это лучше другого?», «Почему вы, а не конкуренты?», «Почему я должен купить именно у вас?». Те, кто сможет дать четкий и убедительный ответ на любой из этих вопросов, непременно придут к успеху. Остальные же прогорят.

Поэтому одной из наиболее важных маркетинговых концепций является позиционирование. Но лишь немногие российские предприниматели знают о таком термине, да и те мало им озадачиваются. И совершенно зря. Ведь позиционирование – это ничто иное, как формирование в сознании целевой аудитории образа бренда, выгодно отличающего его от конкурентов.

Книга, которую вы держите в руках, – это наиболее простое и понятное руководство по созданию правильного позиционирования. Прочитав ее, вы сможете сделать грамотное позиционирование для своих товаров и услуг, своей компании и самого себя.

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очень слишком поверхностно. книга не учит, а дает какие то цитатки и выжимки. поменьше бы такого выпускали. Ни объяснений, ничего либо еще, чтобы понять смысл. Только- вот они сделали так и у них заработало. класс, спасибо кэп

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Eski 420 Mo, нашёл альтернативу лучше?

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Вода и самореклама… Одну мысль описывать всю книгу? Ну не знаю… Обычно читаю с блокнотом и записываю тезисы – тут чистый лист. Явно натянутые для объема приемы по всей книге. Разочаровался.

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Может быть зайдет совсем новичкам в маркетинге, не хватает удачных примеров, остальные примеры уровня «они подумали и вжух, стало зашибись!», остальное по верхам и очень упрощенно.

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Книга написана только для саморекламы. Да и книга - громко сказано, правильнее сказать - брошюра.

Лейтмотив: Мы (авторы) - крутые, мы знаем других авторов, и видели их книги, а вы - не такие и поэтому приходите в наше агентство мы все сделаем красиво, зуб даём.

Никаких глубоких мыслей или полезных вещей, кроме азбучных прописных истин. После заявления о том что у детской стомалогической клиники целевая аудитория - дети, перестал читать вообще.

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Не заметила, как прочитала книгу за пару часов. Настолько легко читать, для меня много полезной информации. Обязательно буду применять на практике полученные знания.

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Один из наших потенциальных клиентов на вопрос «почему вы?» ответил: «Мы работаем, чтобы стать лучшими в мире». Мы попытались объяснить клиенту, что его покупателям это неважно, но он нас не услышал. Мы следим за его успехами… Их пока нет. Он пока не стал лучшим даже в своем городе (и это не Москва). Амбиции – это хорошо. Но, как говорят в Америке, customers go first – клиенты на первом месте.

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находки есть у конкурентов? – Какие интересные шаги и находки, которые компания делала ранее, надо обязательно повторить/повторять? – Каковы возможные пути усиления позиции компании на рынке? – Что компания может сделать, чтобы клиентам было выгоднее, удобнее, проще и приятнее покупать у вас?

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Ваш ответ должен быть: 1. Оригинальным (никто, кроме вас, так не говорит и сказать не может). 2. Важным (то, что вы говорите, имеет значение для клиента). 3. Понятным (вы ответили – клиенты вас поняли). 4. Правдивым (не надо привирать, клиент вас потом на этом поймает). 5. Убедительным (подберите соответствующие слова). 6. Эмоциональным (эмоции легче воспринимаются и лучше запоминаются). 7. Коротким (краткость – сестра таланта). 8. Запоминающимся (вы сказали – клиенты запомнили).

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Позиционирование – это формирование в сознании целевой аудитории желаемого образа бренда, который выгодно отличает его от конкурентов

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Сначала вы работаете над своим правильным позиционированием – а потом оно работает, работает и работает на вас.

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