学营销，路边汽水摊告诉你道理五条

 　　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.

　　在我看来，这个夏天就是路边的汽水摊。我之所以这么说，是因为我去侄女的汽水摊逗留了一会，惊讶于她的成功创业，而这也是值得所有企业家学习的。

　　Location, Location, Location

　　位置，位置，还是位置！

　　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摊成功定位于一条非常繁华的街道的拐角处。

　　学营销，路边汽水摊告诉你道理五条

　　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.

　　这就好比，当你决定开始创业时，你规划的经营地点则是你成败的关键。如果你打算做实体产品的生意，你就得确保你选的实体店位置，能充分展现你的实体产品的特点并吸引合适。千万别觉得只有把产品放在货架上的什么位置才是最难的一步，而店面的位置场所这同样也很重要，你要确保能够吸引顾客走进店中把你的产品从货架上买走。

　　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 Perimeter¹ 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.

　　如果你打算开服务公司，那么最重要的就是要物色好可行的城市并在该市找到合适的商业场所。当年，我之所以选择在在亚特兰大周边地区开调查公司，是因为它位处5大商业中心核心，方便我同顾客相互往来。而且亚特兰大市场潜力巨大，新兴的大型企业都有可能成为合作伙伴。

　　Timing² is Everything

　　时机决定商机！

　　Lemonade stands are in high demand in the summer, but don't have much success in the winter.

　　我们都知道汽水在夏天比较好卖，在冬天就少有人问津。

　　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 fiscal³ calendars, seasonal⁴ factors or even vacation schedules. You must time entering the market and survive the ebbs⁵ and flows that are a natural part of running a business.

　　因此在你决定开始创业时，你要做一些调查，熟悉你要经营的市场。你需要了解到哪种产品和哪种服务何时卖得最好。大多数公司都会在不同的季度受到如财政日历、天气因素或是假期等因素的影响。所以你要规划好时间，抓住市场商机，占领市场，也要做好准备应对淡季——做生意总归是有起有伏的。

　　Give a Sample

　　提供样品

　　My niece is very quick to offer up a sample before letting her patrons know the $1.00 price tag.

　　在让她的顾客知道1美元的价格标签之前，我的侄女飞快的拿出一个样品。

　　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 upwards⁶ of $10 million on efforts to get people to try Kind bars.

　　你必须制定一个计划，宣传你即将发行的产品或服务的免费样品。肯德坚果能量条(Kind bar)的创始人，丹尼尔鲁比兹基(Daniel Lubetzky)在2008年投入了800美元的样品预算，而到了2009年则提高至80万的预算。他坚信这将使得肯德更为成功，而随后增加到1000万美元的预算会让更多的人尝试并选择肯德坚果能量条。

　　Who is Selling the Product Matters

　　销售人员至关重要

　　There is no better salesperson⁷ for lemonade than my niece. She is enthusiastic about flagging cars down and hustles⁸ to get the product in her customers' hands.

　　这世上没有比我的侄女更好的汽水摊销售员了。她总是热情地挥舞她的小旗子让汽车停下，穿过车水马龙将产品交到她的顾客手上。

　　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.

　　类似地，你要确保你的销售团队与你一样对产品充满热爱与激情。你需要的是不断宣传你的产品或服务的拉拉队长，而不是只会站在那里等薪水的人。一个好的销售团队不仅对产品十分熟悉，还坚信销售才能创造更高的销售量，占有更多的市场份额，引起更大的需求。因而他们热衷于加入网络营销，通过社会媒体宣传你的产品，而他们的努力最终会带来巨大的成功。

　　Always Have Something to Upsell

　　推广套餐增加盈利

　　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饼干作为促销，推销给每一个买饮料的人。

　　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 joint⁹ makes very little on the burger. Their profit is found in the milkshakes and fries added to the order.

　　同样地，你的业务会逐渐扩大，你不能只将业务局限在某种产品或服务上。你或许会发现你的主打产品逐渐脱离市场或是你必须通过打折来吸引顾客。通过促销，反而赚更最多。尤其是餐饮业如汉堡店，他们销售的汉堡的利润很小，但利润主要来源于汉堡套餐中的奶昔和菜单上的油炸食品。

　　The hardest part is getting your customer in the door; increase your profit by adding on to their sale. What else can you offer?

　　其实销售最难的部分便是吸引你的顾客上门，推销套餐商品，获取更多的利润。除了这些你还能提供别的什么吗？

　　Some of the most important lessons in sales can be learned from the simplicity¹⁰ of a lemonade stand.

　　如果你还是不知道的话，可以来参观我侄女的汽水摊，从最平凡不过的汽水摊上学到一些重要的销售课程。

1 perimeter   

n.周边，周长，周界

参考例句：

• The river marks the eastern perimeter of our land.这条河标示我们的土地东面的边界。
• Drinks in hands,they wandered around the perimeter of the ball field.他们手里拿着饮料在球场周围漫不经心地遛跶。

2 timing   

n.时间安排，时间选择

参考例句：

• The timing of the meeting is not convenient.会议的时间安排不合适。
• The timing of our statement is very opportune.我们发表声明选择的时机很恰当。

3 fiscal   

adj.财政的，会计的，国库的，国库岁入的

参考例句：

• The increase of taxation is an important fiscal policy.增税是一项重要的财政政策。
• The government has two basic strategies of fiscal policy available.政府有两个可行的财政政策基本战略。

4 seasonal   

adj.季节的，季节性的

参考例句：

• The town relies on the seasonal tourist industry for jobs.这个城镇依靠季节性旅游业提供就业机会。
• The hors d'oeuvre is seasonal vegetables.餐前小吃是应时蔬菜。

5 ebbs   

退潮( ebb的名词复数 )； 落潮； 衰退

参考例句：

• When the tide ebbs it's a rock pool inhabited by crustaceans. 退潮时，它便成为甲壳动物居住的岩石区潮水潭。
• The new Russia steadily ebbs away drive out of Moscow. 驶离莫斯科愈来愈远以后，俄罗斯崭新的景象也逐渐消失。

6 upwards   

adv.向上，在更高处...以上

参考例句：

• The trend of prices is still upwards.物价的趋向是仍在上涨。
• The smoke rose straight upwards.烟一直向上升。

7 salesperson   

n.售货员，营业员，店员

参考例句：

• A salesperson works in a shop.售货员在商店工作。
• Vanessa is a salesperson in a woman's wear department.凡妮莎是女装部的售货员。

8 hustles   

忙碌，奔忙( hustle的名词复数 )

参考例句：

• He often hustles on the streets to pay for drugs. 为弄到钱买毒品，他常在街上行骗。
• Ken ves bartender off and hustles Joe out of the bar. 肯恩走开挥舞酒保而且离开酒吧乱挤活动乔。

9 joint   

adj.联合的，共同的；n.关节，接合处；v.连接，贴合

参考例句：

• I had a bad fall,which put my shoulder out of joint.我重重地摔了一跤，肩膀脫臼了。
• We wrote a letter in joint names.我们联名写了封信。

10 simplicity   

n.简单，简易；朴素；直率，单纯

参考例句：

• She dressed with elegant simplicity.她穿着朴素高雅。
• The beauty of this plan is its simplicity.简明扼要是这个计划的一大特点。