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From Vision to Exit: The Entrepreneur's Guide to Building and Selling a Business by Guy Rigby

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Chapter 13: Sales and Marketing

“We miss 100% of the sales we don’t ask for.”

— Zig Ziglar, motivational speaker

What customers want

As one of my colleagues once said, life would be easy if it wasn’t for the customers! He was right. Customers can be fickle and demanding, slow to praise and quick to criticise. That’s why you’ve got to get it right.

Before you can think about selling, you’ll need a well-developed product or service that people want or need, together with a clear market positioning.

Think about Amstrad’s E-m@iler telephone, launched in 2000, or Sir Clive Sinclair’s famous C5, an electric- and pedal-powered tricycle launched in 1985. In terms of sales, neither were commercial successes, despite strong awareness amongst ...

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