First, you must have a "PRODUCT " that is needed or desired. This need /desire may have to be fully explained (eg. the customer doesn't know that they really need it, but they do).
Second, you require a "DISTRIBUTION" system that will get this product/service to those who need/require it in an efficient and quality controlled manner.
And third, you must know your "COST" in that your selling price reflects a profit .
Successful methods are constantly changing due to the evolution of your markets and the availability of new "tools."
An example of this changing environment:
10 years ago print media such as catalogs, sales personnell traveling , market-directed shows and conferences were the primary method of distribution/building awareness of your product. Today the internet has changed everything in that you can reach a billion people with one click , without leaving your computer , the problem is that a billion other people (competition) can do the same.
How do you insure that your message is being selected and read out of the millions that everyone receives every day?
The initial step is to determine what are the attributes/advantages that make your product superior to any other competitive product/service that is presently offered.
The second step is to use the new tools available to effectively portray these attributes/advantages in the most effective and attractive way possible. Print, video, blogs, social media and all the wide-ranging digital media options play an extensive part of our lives. These digital creations must be "short and to the point." Studies have indicated that attention spans are drastically being shortened to a mere "flash" as we scroll down our newsfeeds.
This may prove to be difficult. Presentations must be creative enough to stand out from the crowd, attracting potential customers to landing pages/web sites where the advantages can be more fully examined and explained. You've set the expectation of a quality product, now your focus becomes reality. More about Perception and Reality.