Entrepreneurs are the people who sell their products efficiently by understanding the customer behavior and their requirements. The person who wants to be a successful entrepreneur must know the nature and way their customers purchase. The entrepreneur who relates to their customers need of target customer and their behavior of purchasing.
The article proposes 10 motivational writings for the entrepreneurs to understand the customers behavior. These books help the reader to understand why the customer purchase and how they are convinced to purchase.
Geoffrey Moore in his book “Crossing the Chasm” counsels on how new market develops by distinguishing the ‘pioneers’ and the ‘lazybones’ and all that comes in between. His writing focuses on high tech, while drawing the concepts and the instances that relate to every industry and business situation.
Best Quote: “‘Why me?’ cries out the unsuccessful entrepreneur. Or rather ‘Why not me?’ ‘Why not us?’ chorus his equally unsuccessful investors. ‘Look at our product. Is it not as good-nay, better-than the product that beat us out?’… In fact, feature for feature, the less successful product is often arguably superior.”
2. The Life of PT Burnum
PT Burnum had all the passion one can have to magnify, build, escalate and strengthen own’s life by motivating oneself in half a century, it could be taken as personal branding but he had done it with great determination. The book is written all about him and his life experiences composed by himself.
Best Quote:”I have been a farmer’s boy and a merchant, a clerk and a manager, a showman and a bank-president. I have been in jails and in palaces; have known poverty and abundance; have traveled over a large portion of two Continents; have encountered all varieties of men, have seen every phase of human character.”
3. Selling the Invisible
The book Selling the Invisible by author Harry Beckwith enlightens the commercial variation that took place in the United States and the Europe over past 50 years and shifting of industry from manufacturing to service class. He states that the key element for a successful business is strong bonding with the people you work with.
Best Quote: “The new marketing is more than a way of doing; it is a way of thinking. It begins with an understanding of the distinctive characteristics of services their invisibility and intangibility and of the unique nature of service prospects and users their fear, their limited time, their sometimes illogical ways of making decision, and their most important drives and needs.”
Bob Cialdini in his writing “Influence” says that how people must be convinced with you and how they end up saying ‘Yes!’ to you. The author proposes the practical illustrations that the words and actions of entrepreneur impacts in understanding requirements and behavior of customers, colleagues and competitors.
Best Quote: “There is a group of people who know very well where the weapons of automatic influence lie and employ them regularly and expertly to get what they want. They go from social encounter to requesting others to comply with their wishes; their frequency of success is dazzling.”
Al Ries and Jack Trout in their composition wrote that ones product must be sold where the requirement actual fits, where the product gets the real market and where the product will have good future perspective. It was published 20 years back, but it is as true now as it was then.
Best Quote: “Positioning is now what you do to a product. Positioning is what you do to the mind of the prospect.”
The combination of science and the art of marketing is well explained in the book Buy-ology by the author Martin Lindstrom, which says what we think and do depends on the the mental ability of oneself.
Best Quote: “If marketers could uncover what is going on in our brains that makes us choose one brand over another–what information passes through our brain’s filter and what information doesn’t–well, that would be key to truly building brands of the future.”
7. Permission Marketing
Seth Godin in his book Permission Marketing says that it entirely depends on people that what they select and use.
Best Quote: “Marketers want to get their messages in front of you. They must get their messages in front of you, just to survive. The only problem is–do you really want more marketing messages?”
8. Guerrilla Marketing
The book Guerrilla Marketing by author Jay Conrad Levinson states that it is not necessary for businesses to spend a large amount of sum for marketing, it just need to get more creative to get light in the market.
Best Quote: “Guerrilla marketing requires you to comprehend every facet of marketing, experiment with many of them, winnow out the losers, double up on the winners, and then use the marketing tactics that prove themselves to you in the battleground of real life.”
9. The Long Tail
The author of The Long Tail Chris Anderson hit it all correct. He said in his writing that as the 20th century was meant for hit products, the 21st century would mean for web-based products, and he was true of his words.
Best Quote: “As demand shifts towards the niches, the economics of providing them improve further, and so on, creating a positive feedback loop that will transform entire industries-and the culture-for decades to come.”
10. Extraordinary Popular Delusions and the Madness of Crowds
Charles Mackay explains the meaning of marketing in this book. He says marketing is understanding people’s behavior and how they think. He says that the technology may change but not the way people think.
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