Business is really frustrating. It truly is. You think you have an idea. The women on the ground think it is a good idea. So what is the problem? Why isn’t Inteco making truckloads of money? The success of Inteco is in its tag line “bringing it closer to you”. We aim to bring this service as close to you as possible, wherever you are- the hospital, office, walking on the street, on a night out, everywhere! How can we achieve this? By institutions allowing Inteco access to their facilities. Here is where Inteco is having its biggest headache- convincing institutions.
At this juncture I am lost for words. Inteco comes in does everything, the refilling, the maintenance, the customer support the whole 9 yards. Institutions are not involved in any way. I personally thought it was a win-win. The reason why your office or your school does not offer you pads because 1.It is not a part of their core business and 2. It is an expense. That’s why Inteco comes in to fill the gap. However, I face constant rejection because they (the institutions) believe there is no need for my services. How can they not see this? You could blame them and say they are backward. I have been told at times they do this then steal an idea. I look at differently. They do not see the need because I failed to show them the need. I failed to convince them that this a situation that needs to be addressed. I failed because I only concentrated on my customers instead of the institution I was approaching.
My next challenge therefore is to tailor the proposal to illustrate the need for machine.
As always there are lessons to be learned from this and here they are:
- Know who influences your customers- More likely than not they are people who affect your target’s decision making. They are over looked a lot. These are your secondary customers. For example, many adverts target children as they have great influencing powers.
- Tailor your marketing towards your target market and secondary market.
- Make a need. I was told there is no need. That does not mean they do not want my product. Instead it simply means we do not see the potential. Make them see it. Create the need for your product.
Until next time