A Shop With a Name
Who this book is for
Người bán lẻ và bán online ở Việt Nam, bán trên sàn, bán qua mạng xã hội, có cửa hàng nhỏ hoặc bán thương hiệu riêng; quy mô từ một người tự đóng gói tới đội mười người và một kho thuê.
Sound familiar?
- Sells the same item as five other shops, so buyers only compare price.
- Buyers don't remember who they bought from.
- Discounting is the only lever left for getting orders.
- Doesn't know who they're selling to, so speaks to everyone and reaches nobody.
After reading, you can
Help a seller build a name buyers search for by name.
Each chapter answers one question
Chapter 1: Selling to everyone, so why is nobody buying?
Who is the buyer best suited to my product?
Selling to everyone is the surest way for nobody to feel the product is for them.
Chapter 2: Same product next door, so why choose me?
Why would a customer choose me over the shop next door?
The difference need not be big, but it must fit in one sentence and be checkable.
Chapter 3: Does a small shop even need a brand?
Do my four touchpoints say the same thing?
For an online seller, the brand is the shop name, the photos, the way you message and the box.
Chapter 4: What does a slow reply really cost me?
How quickly do I reply to customer messages?
The inbox is the shop counter; how fast and how well you reply decides more orders than you think.
Chapter 5: Chasing new buyers, am I forgetting my old ones?
What share of my customers buy a second time?
Someone who has bought once is the easiest person to sell to, and the one most often forgotten.