本文摘要：Very few things represent summer more than a lemonade stand. I was reminded while visiting my nieces 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卖。

Very few things represent summer more than a lemonade stand. I was reminded while visiting my nieces 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卖。我之所以这么说道，是因为我去侄女的汽水卖停留了一会，吃惊于她的顺利创业，而这也是有一点所有企业家自学的。

Location, Location, Location方位，方位，还是方位！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卖顺利以定坐落于一条十分繁盛的街道的拐角处。

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. Dont make the mistake of believing the hard part is getting a product on the shelf--its just as difficult (and important) to get the product off the shelf and into your customers hands。这就只不过，当你要求开始创业时，你规划的经营地点则是你胜败的关键。如果你想做到实体产品的做生意，你就得保证你中选的实体店方位，能充份展现出你的实体产品的特点并更有适合。

千万别实在只有把产品放到货架上的什么方位才是最好的一步，而店面的方位场所这某种程度也很最重要，你要保证需要更有顾客走出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 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。如果你想进服务公司，那么最重要的就是要物色好不切实际的城市并在该市寻找适合的商业场所。

当年，我之所以自由选择在在亚特兰大周边地区进调查公司，是因为它座落5大商业中心核心，便利我同顾客互相往来。而且亚特兰大市场潜力极大，新兴的大型企业都有可能沦为合作伙伴。Timing is Everything时机要求商机！Lemonade stands are in high demand in the summer, but dont have much success in the winter。

我们都告诉汽水在夏天较为好买，在冬天就较少有人问津。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 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。因此在你要求开始创业时，你要做到一些调查，熟知你要经营的市场。你必须了解到哪种产品和哪种服务何时买得最差。

大多数公司都会在有所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，逃跑市场商机，占领市场，也要作好打算应付淡季——经商总归是有起有伏的。

Give a Sample获取样品My niece is very quick to offer up a sample before letting her patrons know the $1.00 price tag。在让她的顾客告诉1美元的价格标签之前，我的侄女飞快的拿走一个样品。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 upwards of $10 million on efforts to get people to try Kind bars。你必需制订一个计划，宣传你将要发售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年投放了800美元的样品支出，而到了2009年则提升至80万的支出。他深信这将使得肯德更加顺利，而随后减少到1000万美元的支出不会让更加多的人尝试并自由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 salesperson for lemonade than my niece. She is enthusiastic about flagging cars down and hustles to get the product in her customers hands。

这世上没比我的侄女更佳的汽水卖销售员了。她总是热情地手持她的小旗子让汽车停下来，穿越车水马龙将产品交给她的顾客手上。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。类似于地，你要保证你的销售团队与你一样对产品充满著热衷与激情。

你必须的是大大宣传你的产品或服务的拉拉队长，而不是只不会车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知，还深信销售才能建构更高的销售量，占据更好的市场份额，引发更大的市场需求。因而他们热衷重新加入网络营销，通过社会媒体宣传你的产品，而他们的希望最后不会带给极大的顺利。

Always Have Something to Upsell推展套餐减少盈利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广告宣传，促销给每一个卖饮料的人。When growing a business, dont 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. Its 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。

某种程度地，你的业务不会渐渐不断扩大，你无法只将业务局限在某种产品或服务上。你也许不会找到你的主打产品渐渐瓦解市场或是你必需通过折扣来更有顾客。

通过广告宣传，反而赚到更加最多。特别是在是餐饮业如汉堡店，他们销售的汉堡的利润较小，但利润主要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?只不过销售最好的部分乃是更有你的顾客上门，促销套餐商品，提供更好的利润。除了这些你还能获取别的什么吗？Some of the most important lessons in sales can be learned from the simplicity of a lemonade stand。

如果你还是不告诉的话，可以来参观我侄女的汽水卖，从最憧憬不过的汽水摊上教给一些最重要的销售课程。

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