<Perhaps the fundamental reason why everyone in the business should be intereste

<Perhaps the fundamental reason why everyone in the business should be interested in 'marketing'>

1. There is a housing company that is making the most exciting flyers across Japan. It is the "Nisho Construction Company."

2. In the case of Nissho Construction, many people visit the headquarters with flyers in their hands, and this conversation comes and goes between customers and employees. "Oh, he's the one on the flyer."

3. This immediately reduces the distance to customers. How did Nissho Construction become friendly even though it was a construction company?

4. The reason is that they don't want to sell their goods through the first contact point with customers, or leaflets. What Nissho Engineering & Construction is trying to sell is a 'lifelong relationship with customers'.

5. Of course, Nissho Construction did not create leaflets this way from the beginning. At first, they distributed general flyers explaining the price and specifications of the product.

6. To help understand, 12 people visited the headquarters when 100,000 regular fliers were distributed. In comparison, when 15,000 fliers were distributed, seven people visited.

7. In other words, the audience rate has more than tripled. Moreover, the cost was reduced by about half because a similar level of service rate could be obtained without color printing.

8. Of course, even if the efficiency of the house has increased (however) it is, it does not directly lead to sales. A house is a product that you should buy once in a lifetime, so the customer checks the details (not buying a house by looking at the leaflet).

9. Customers check all aspects, including price, safety, and the integrity of salespeople, and make a comprehensive judgment. In other words, if the company's system is not well established, it is difficult not only to collect customers through flyers but also to raise sales.

10. Local home builders, especially those who don't have brands, can't compete with big companies unless their products are of excellent quality. That's why product strategy is important.

11. Nissho Engineering & Construction was originally a company that specialized in constructing high-end homes with high average unit prices. However, large home builders began to compete for prices a few years ago as demand for housing declined. As a result, orders fell sharply as homes could not be sold at existing prices.

12. Nissho Engineering & Construction rushed to develop competitive new products. I thoroughly researched the know-how of low-cost housing that could reduce costs. However, I thought that the essence of the company's original high-end housing should be utilized somehow.

13. In other words, he thought about how to establish himself as a company that supplies low-priced housing while maintaining high quality.

14. In reality, there is no way to generate profits if prices are kept in check while maintaining high quality. However, there was one factor that made this possible. It was 'efficient service' through the aforementioned leaflets.

15. According to large construction companies, advertising and sales promotion expenses account for more than 10% of sales. Nissho Construction, on the other hand, was able to reduce advertising and promotional expenses to about 3% of sales (through efficient marketing). And by utilizing the reduced advertising costs, the quality of other items could be improved.

16. (In other words, if marketing is efficient, the money saved can be invested in improving the quality of the product, and if the quality of the product is improved, marketing can be done more efficiently. As a result, creating this cycle is essential for early or self-employed businesses, and in fact, it is a challenge for all businesses, not just early ones.)

17. (In reality, however, there are more companies that do the opposite. When you try to make and sell products that are of poor quality, you spend more on marketing, and the more you spend on marketing, the less profit you make, so the quality of your products declines over time.)

18. (With such a vicious circle, no matter how many products you sell, business becomes increasingly difficult. This is one of the reasons most media commerce companies end up in a crisis.)

- Masanori Kanda, <Turn Your Company into a High-Yield Company in 90 Days>