マーケティング
公開日:2016.06.30

商品を売るために不可欠なこと

商品を売るために不可欠な事は何でしょうか?

WEBマーケティングで言えば、ホームページやランディングページ、ソーシャルメディア、セールスコピー、リスティング広告、クリック率の高いバナー、オウンドメディア、メールマガジン、ディスプレイ型広告、最近ではMAツールやDMPなどでしょうか。

リアル販売(営業)であれば、口コミ、店舗営業、テレアポ、飛び込み営業、紹介営業、DM、チラシ、ルート営業、看板、ニュースレターなどでしょうか。

この手法は、商品やサービスによっては、効果が良い・悪いはあるとは思いますが、どれもがそれなりに効果を発揮します。しかし「商品を売るために不可欠なこと」と題したタイトルの答えとしては、どれもがある程度はマッチしますし、そのどれもが完全にはマッチし切れません。

商品やサービスを売るために、これら全てに共通するたった1つの事は何でしょうか。

それは商品の存在を伝えようとしているという事

当たり前ですが、どれだけ良い商品やサービスでも、知られなければ売れることはありません。商品を売るために不可欠なことは、まず商品(サービスや店舗等も)を知って貰わなければ売れる可能性は0なのです。

僕達経営者は商品を売るために商品開発を行ったり、売れそうな商品を仕入れたりします。その上で、どうすればその商品が売れるのか?を考えなければなりません。良い商品を持っていれば売上げが上がるなんて事は勿論ありません。どういった形でも、対象となるお客様に知ってもらう事から始まり、そして購入するかどうかの検討をして頂けます。

商品(サービスや店舗)の存在を知って貰う努力を行わずに、「商品売れないかなぁ」「お客さん来ないかなぁ」なんて事は余程の事がない限りあり得ません。

まずは商品を知ってもらうという事

人の行動プロセスは、まず商品を認知してから、検討に入り、購入するかどうかを判断します。商品を知りもせずに検討や購入はしようがありません。ですので、まずは認知してもらうことを行わなければならないのです。

テレアポでもチラシでも、ブログやLPでも、どんな手法でも、まずは自社の商品を「知ってもらう」ために始めます。WEBマーケティングで言えば、初回のアクセスですね。内容に興味があればサイトへの再訪やブックマーク、もしくは初回接触の時点で購入を含めたアクションをしてくれるでしょう。

だから僕達は常にどうやって、商品を知ってもらおうと考え続けなければならないのです。

小さなことからでも、まずは行動が大事

商品を知ってもらうためには、お金を掛けるか、時間(労力)を掛けるしか方法はありません。勿論その両方をオススメします。お金を掛けて、チラシ配りやポスティングするも良し、HPを作って広告をするも良しです。時間(労力)を掛けるなら、営業したり、自分でチラシを撒いたり、ブログを書いていったり、SNSで告知したりも良しです。

そのどれもが商品を売るための小さな行動の積み重ねです。勿論、どの方法にも効率的に行なうためのノウハウは存在します。しかし、それらのノウハウを学ぶのも大事ですが、結局、最後には行動を行わなければ商品を知ってもらう事はありません。

行動しながらでも、学べるはずです。

商品が売れないと悩む前に、まずは小さい行動を起こしてみましょう。千里の道も一歩から。ローマは一日にして成らずと言いますので、小さな行動を積み重ねましょう。

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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