Very few things represent summer more than a lemonade stand. I was reminded while visiting my niece's lemonade stand the lessons all business owners can learn from this first step into the entrepreneurial journey。
在我看來，這個夏天就是路邊的汽水?dāng)�。我之所以這么說，是因為我去侄女的汽水?dāng)偠毫袅艘粫�，驚訝于她的成功創(chuàng)業(yè)，而這也是值得所有企業(yè)家學(xué)習(xí)的。
Location, Location, Location
位置，位置，還是位置!
The first thing my niece did well is she put her lemonade stand on the corner of a very busy street。
首先，我的侄女把她的汽水?dāng)偝晒Χㄎ挥谝粭l非常繁華的街道的拐角處。
When starting your business, location is everything. If selling a physical product, you need to ensure an adequate number of physical locations and your product must be visible and easily accessible. Don't make the mistake of believing the hard part is getting a product on the shelf--it's just as difficult (and important) to get the product off the shelf and into your customer's hands。
這就好比，當(dāng)你決定開始創(chuàng)業(yè)時，你規(guī)劃的經(jīng)營地點則是你成敗的關(guān)鍵。如果你打算做實體產(chǎn)品的生意，你就得確保你選的實體店位置，能充分展現(xiàn)你的實體產(chǎn)品的特點并吸引合適。千萬別覺得只有把產(chǎn)品放在貨架上的什么位置才是最難的一步，而店面的位置場所這同樣也很重要，你要確保能夠吸引顧客走進(jìn)店中把你的產(chǎn)品從貨架上買走。
If you are planning to sell a service, picking a city and location within that city is equally as important. When I started my research company, I placed it in the Perimeter area of Atlanta because it is central to the 5 primary business centers. This location made it easy to travel to customers and have them travel to my location. Atlanta is a good market because of the number of large companies as potential customers。
如果你打算開服務(wù)公司，那么最重要的就是要物色好可行的城市并在該市找到合適的商業(yè)場所。當(dāng)年，我之所以選擇在在亞特蘭大周邊地區(qū)開調(diào)查公司，是因為它位處5大商業(yè)中心核心，方便我同顧客相互往來。而且亞特蘭大市場潛力巨大，新興的大型企業(yè)都有可能成為合作伙伴。
Timing is Everything
時機決定商機!
Lemonade stands are in high demand in the summer, but don't have much success in the winter。
我們都知道汽水在夏天比較好賣，在冬天就少有人問津。
Do some research and know your market. Learn what types of products and services sell best and when. Very few companies I work with are immune to some type of cycle--based on fiscal calendars, seasonal factors or even vacation schedules. You must time entering the market and survive the ebbs and flows that are a natural part of running a business。
因此在你決定開始創(chuàng)業(yè)時，你要做一些調(diào)查，熟悉你要經(jīng)營的市場。你需要了解到哪種產(chǎn)品和哪種服務(wù)何時賣得最好。大多數(shù)公司都會在不同的季度受到如財政日歷、天氣因素或是假期等因素的影響。所以你要規(guī)劃好時間，抓住市場商機，占領(lǐng)市場，也要做好準(zhǔn)備應(yīng)對淡季——做生意總歸是有起有伏的。
Give a Sample
提供樣品
My niece is very quick to offer up a sample before letting her patrons know the $1.00 price tag。
在讓她的顧客知道1美元的價格標(biāo)簽之前，我的侄女飛快的拿出一個樣品。
You should plan to give away free samples of your products or services. Daniel Lubetzky, creator of the Kind bar, increased his sampling budget from $800 in 2008 to a massive increase in 2009 of $800,000. He credits this increase to the success that Kind is experiencing and now spends upwards of $10 million on efforts to get people to try Kind bars。
你必須制定一個計劃，宣傳你即將發(fā)行的產(chǎn)品或服務(wù)的免費樣品�？系聢怨芰織l(Kind bar)的創(chuàng)始人，丹尼爾魯比茲基(Daniel Lubetzky)在2008年投入了800美元的樣品預(yù)算，而到了2009年則提高至80萬的預(yù)算。他堅信這將使得肯德更為成功，而隨后增加到1000萬美元的預(yù)算會讓更多的人嘗試并選擇肯德堅果能量條。
Who is Selling the Product Matters
銷售人員至關(guān)重要
There is no better salesperson for lemonade than my niece. She is enthusiastic about flagging cars down and hustles to get the product in her customers' hands。
這世上沒有比我的侄女更好的汽水?dāng)備N售員了。她總是熱情地?fù)]舞她的小旗子讓汽車停下，穿過車水馬龍將產(chǎn)品交到她的顧客手上。
Make sure your sales team is just as excited about the product being sold as you are. You need cheerleaders promoting your product or service - not someone who is just there to collect a paycheck. A sales team that understands the product and is enthusiastic about selling it yields higher sales, takes on larger markets and creates more demand. They are willing to attend networking events, promote your product via social media and their efforts will ultimately lead to the greatest success。
類似地，你要確保你的銷售團(tuán)隊與你一樣對產(chǎn)品充滿熱愛與激情。你需要的是不斷宣傳你的產(chǎn)品或服務(wù)的拉拉隊長，而不是只會站在那里等薪水的人。一個好的銷售團(tuán)隊不僅對產(chǎn)品十分熟悉，還堅信銷售才能創(chuàng)造更高的銷售量，占有更多的市場份額，引起更大的需求。因而他們熱衷于加入網(wǎng)絡(luò)營銷，通過社會媒體宣傳你的產(chǎn)品，而他們的努力最終會帶來巨大的成功。
Always Have Something to Upsell
推廣套餐增加盈利
My niece had chocolate chip cookies available for upsell and she pushed them to everyone that bought a drink。
我的侄女用巧克力薄片餅干作為促銷，推銷給每一個買飲料的人。
When growing a business, don't limit yourself to just one product or service. You may find that your initial product is the giveaway or must be discounted to gain the customer. It's in the upsell that you make the most money. This is especially true in the restaurant space. A burger joint makes very little on the burger. Their profit is found in the milkshakes and fries added to the order。
同樣地，你的業(yè)務(wù)會逐漸擴大，你不能只將業(yè)務(wù)局限在某種產(chǎn)品或服務(wù)上。你或許會發(fā)現(xiàn)你的主打產(chǎn)品逐漸脫離市場或是你必須通過打折來吸引顧客。通過促銷，反而賺更最多。尤其是餐飲業(yè)如漢堡店，他們銷售的漢堡的利潤很小，但利潤主要來源于漢堡套餐中的奶昔和菜單上的油炸食品。
The hardest part is getting your customer in the door; increase your profit by adding on to their sale. What else can you offer?
其實銷售最難的部分便是吸引你的顧客上門，推銷套餐商品，獲取更多的利潤。除了這些你還能提供別的什么嗎?
Some of the most important lessons in sales can be learned from the simplicity of a lemonade stand。
如果你還是不知道的話，可以來參觀我侄女的汽水?dāng)�，從最平凡不過的汽水?dāng)偵蠈W(xué)到一些重要的銷售課程。
