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TERIMAKASIH
Terimakasih istriku Liana,
atas pengertian tersitanya waktu.

Terimakasih tim Y
 Yukbisnis
ukbisnis dan
Momentum, yang tlah berjuang
bersamaku.

Terimakasih illustrator-ku
Kupan Pasal 72:
Ketentuan Pidana Undang-undang Republik Indonesia
@DaruRedono, yang super sabar
No. 19 Tahun 2002 tentang Hak Cipta dengan revisi yang bertubi.
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MENU LARIS KENAPA

FORMULA INI
KENAPA FORMULA INI PENTING? 5
MENCARI BINTANG

1. BIDIK PASAR POTENSIAL

12

21
PENTING?
2. PRODUK NGANGENIN 55
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6  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   7

Materi Buka Langsung Laris (BLL) ini adalah lanjutan dari buku
saya Kitab AntiBangkrut, dimana di penghujung saya tuliskan
tentang LEPAS LANDAS. Namun Formula BLL bukan berarti
hanya untuk mereka yang sedang bangkrut, tapi juga untuk
pebisnis yang ingin akselerasi omzet.
Setelah melakukan ‘semedi’ optimasi kata kunci (*sedaaap…),
maka saya ubah sub judul terbawah menjadi judul utama.
Alasannya adalah kalimat “Buka Langsung Laris” lebih
teroptimasi dan memancing orang untuk membeli, dibanding
“BOOMING”  kurang merangsang dan belum tentu
berkonotasi bisnis, kebanyakan digunakan di tren fashion.

Low Budget Adapun “7 Formula Mencipta TREN”  kata

kuncinya ada di ‘7’, bagaimanapun kebanyakan orang suka
‘angka’ yang bisa dinalar.
dinalar.
Alangkah tidak serunya jika formula mencipta tren hanya
berlaku untuk yang berkantong tebal saja. Justru kelebihan
formula ini adalah “Bagaimana caranya dengan dana yang
Sedangkan “Low Budget”  menekankan bahwa
minimum, menghasilkan lompatan bisnis..?”
formula ini bukan hanya berlaku untuk mereka
Meski formula ini bukan hanya berlaku untuk menciptakan tren
produk, tapi pembahasan lebih saya fokuskan ke produk (retail)
yang punya dana promosi besar.
secara umum, dibanding bisnis jasa.
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8  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   9

 Yang perlu
 Yang
dipersiapkan...
Inilah 7 Formula
Seperti biasa, buku saya bukanlah buku teori, tapi buku praktis
Mencipta TREN: yang langsung bisa Anda terapkan pada bisnis Anda. Agar
optimal, siapkanlah catatan (notes) khusus untuk coret-coret.
coret-coret.
Lebih baik yang polos, tanpa garis.
1. Bidik Pasar Potensial.
Potensial.
Saat Anda membaca buku ini dan menemukan satu ide,
2. Produk
2. Produk Ngangenin. pertanyaan atau apapun yang tebesit di benak Anda saat itu,
tuliskan atau gambarkan..!! Serius..! Ide itu mahal, karena
3. Kemasan Pertama Diambil. nggak selalu muncul dan cepat hilangnya.

4. Merek
4. Merek yang Ngetop.
5. Saluran
5. Saluran D = P.
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10  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   11

Seperti mengadon suatu kue, inilah

 yang diperlukan:
✔ Komposisi bahan
✔  Takaran
✔  Urutan
✔  Waktu/durasi
✔ Cara pengerjaan
Buka Langsung Laris seolah ✔ Alat bantu
instan hasilnya, tapi kuncinya
adalah di persiapan yang Satu saja terlewat, jadilah bantat..

matang, yang tentu saja Semoga Allah menjernihkan pikiran kita, melancarkan ide-ide
kita, memberikan jalan lompatan rejeki kita, aamiin..
 tak
 ta k in
inst
stan
an pro
prose
sesn
snya
ya..
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BUKA LANGSUNG LARIS   13

Kebanyakan pebisnis pemula bingung dalam

menentukan arah. Beberapa pertanyaan yang sering
muncul:
◆ Jenis bisnis apa
apa yang seharusnya kubuka pertama kali?
◆ Apakah bisnis yang kupilih
kupilih ini sudah benar,
benar, akan
membawa kesejahteraanku?

MENCARI ◆ Kenapa bisnis yang

yang tadinya menghidupiku
menghidupiku sekarang
sekarang
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14  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   15

Perhatikan gambar dibawah ini.

Sapi Perah
Matrix Boston, yang
Boston, yang sering dikenal untuk
merancang strategi bisnis.
Awalilah usaha atau profesi Anda dengan sapi perah, yaitu
bisnis yang dapat menghasilkan cashflow harian atau
bulanan, hingga bisa mencukupi kebutuhan Anda sehari-
hari.
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16  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   17

Anjing pertama memerlukan perawatan. Setelah siap panen, akan

terus menghasilkan hingga 25 tahun kedepan. Bintang bisa
 juga berupa bisnis yang
yang tadinya hasil eksperimen (tanda tanya),
Sebagian besar bisnis memiliki masa namun sekarang sudah mulai tampak titiktitik terang prospeknya.
punah. Ada yang diakibatkan persaingan,
ada juga karena trennya sudah habis ( sunset ).
). Sapi perah
yang tadinya menghasilkan bisa berubah menjadi beban
(anjing). Jika tak segera dijual, akan berbuntut kerugian.
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18  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   19

tipis. Jadi keuntungan tak benar-benar besar,

besar, bahkan
suatu saat akan berkurang kalau suplainya sudah berlebih
dibanding permintaannya. Idealnya adalah, kita mencipta
suatu mesin uang baru yang masih minim kompetisi. Memang
memerlukan waktu dan biaya untuk riset dan uji coba. Bisa jadi
kemungkinan berhasilnya 1 banding 100. Namun begitu tanda
tanya ini menjadi Bintang Besar, makmurlah tujuh turunan.
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Formula 1

BIDI
BI DIK
K PAS
ASAR
AR
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BUKA LANGSUNG LARIS   23

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24  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   25

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30  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   31

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62  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   63

Yang jelas, saya sudah merekomendasikan

merekomendasikan ke puluhan orang lokasi tersebut, nyaris tak pernah terlewatkan makan disana.
dan membagi-bagikan ke mereka yang terkena penyakit Itulah yang saya sebut merek ritual, seolah gak pas kalau
serupa. Ada juga kawan saya yang saat haid terasa sakit, nggak mampir.
minum ini, ehh manjur juga. Saking kebiasaan minum serbat Jika usaha Anda menjadi suatu ‘ritual’ yang seolah nggak afdol
ini dengan kopi, kalau nggak  pakai
 pakai serbat malah aneh, he he.. kalau nggak  ‘mampir’,
 ‘mampir’, maka seperti tanaman yang berbuah
tiada hentinya.
Rasanya pedas kayak jahe plus merica, tapi khasiatnya sesuai
namanya “Jangkrik tenan manjurnya..!”. Meski jaman sudah Coba nih, makanan-makanan nganenin yang menurut saya
modern dan kemasan serbat cap Jangkrik Mas tak berubah, ‘jangkrik’ enaknya:
tapi jangan kaget saat Anda googling, akan menemukan serbat ✓ Cakue Raffles, Cisarua, Bogor.
Bogor.
ini dijual oleh generasi muda via kaskus, facebook, blog, dan ✓ Bolu Meranti, Medan.
media online lainnya. ✓ Villa Kek Pisang, Batam.
Inilah efek NGANGENIN... ✓ Tempe Gila.
✓ Sale Pisang Wendy, Padalarang, Bandung Barat.

Merek Ritual.. ✓ Chiffon cheese cake Pelangi, Semarang.

✓ Bingke Fajar,
Fajar, Pontianak.
Bagi kawan-kawan peserta Entrepreneur
Entrepreneur Camp, pelatihan
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64  BUKA LANGSUNG LARIS

Nggak hanya makanan, manusia juga bisa NGANGENIN

lho, ciee.. NGANGENIN bukan berarti sempurna. Sering ada
kurangnya, tapi memiliki 1 kelebihan yang khas, yang tak
dimiliki oleh pribadi lainnya. Saya memiliki guru dan mentor
yang NGANGENIN ilmu dan nasehatnya. Sering tak berbicara
pun, energinya sudah terpancar. Formula 3

ME REK
MERE K YAN
ANGG
NgeTOP
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66  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   67

Materi ini sudah pernah saya singgung dalam buku kedua  Yang menjawab ‘Lisa’,
‘Lisa’, bisa cewek atau cowok, biasanya
saya Kitab AntiBangkrut. Saya
AntiBangkrut. Saya akan menjelaskan dengan cara serupa alasan: Cantik..! Tapi kalo cowok jawab Lisa,
yang sedikit berbeda agar melengkapi pemahaman. Jika Anda motifnya akan beda: bisa jadi ganjen atau berpendapat
berada di suatu kota yang asing, kemudian Anda mencari karena Lisa lebih rapi dari Gatot atau Tince.
sebuah salon. Kebetulan di sepanjang jalan, berjajar 5 salon
dengan nama yang berbeda-beda.
Mana yang Anda pilih?

Salon GATOT,
GATOT, Salon TINCE, Salon LISA?
Pilih yaa..

Inilah hasil resume yang saya dapatkan di media sosial:

 Yang menjawa
menjawabb ‘Gatot’
‘Gatot’,, pasti jarang yang cewek, karena
namanya maskulin banget, beda sama Rudy. Jika  Yang menjawab ‘Tince’,
‘Tince’, ada 2 alasan nih: Percaya kalo
mendengar nama Gatot apa yang terfikir di kepala Anda? bencong  lebih pinter nyalon  atau Anda bencong juga. *peace
Cowok brewok, macho? Kecuali Anda punya kawan
namanya Gatot, kerempeng orangnya :D.
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68  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   69

Gimana kalo pilihan ke 4 adalah ANGELINA

ANGELINA? ? Waa
Waa, mulai 2. Unik; Kalau saya sebut “rawon”, apa yg ada di benak Anda?
tergoda untuk berubah kan? Menurut survei yang saya Yup, Rawon Setan! Meskipun Anda belum pernah mencicipi,
lakukan: Angelina lebih terdengar cantik daripada Lisa. Tapi tapi namanya sudah ngetop . Perkedel Bondon (maaf, juga
ada juga yang tetap memilih Lisa, alasannya: “Angelina mahal disebut perkedel hostes) di Bandung, hanya buka jam
deh..”, atau “Gak gue banget..”. 12 sampai jam 2 dini hari, ludes! Tak harus berkonotasi
negatif, ya. Bisa saja Anda membuat Rawon Malaikat dan
Belum selesai... buka di samping Rawon Setan, kemudian diberi sign board :
“Pilih Surga atau Neraka?”. Laris!

Gimana kalo pilihan ke 5, namanya Salon GSC?  itu buat

manusia apa mobil yah?
Nah tuh, terbukti dengan mengubah NAMA/MEREK PRODUK
saja, konsumen sudah beda penafsiran, yang pastinya
akan berdampak pada omzet. Padahal dari tadi saya belum
mendeskripsikan servis di dalamnya, masih merek saja..

Terus, apa poin-poin pemilihan Merek yang NGETOP?

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70  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   71

3. Mudah diucapkan dan diingat; Coba baca 10 kali dengan
cepat: Nasakisaskiskasis  keriting deh lidahnya. Banyak
dari merek adalah idealis nama anak, gabungan nama
pasangan atau singkatan kalimat kenangan. Tidak jadi
masalah selama masih mudah diingat dan diucapkan.
Jika konsumen saja susah mengingat, ujung-ujungnya
akan berkata, “Itu lho, pecel apa ya, yang seberang Kantor
Pos.”  Kantor Pos yang diingat. Bukankah kita membuat
merek untuk menjual produk kita, bukan jadi album
kenangan kita? Renungkan..
5. Hindari Angka; Mirip dengan singkatan konsonan, sukar
diingat dan tak terasosiasi oleh produknya. Bakpia Pathok
75, 25, 52, 242, yang mana pionirnya? Jawabnya: 75
yang pertama, tapi 25 yang populer sekarang, karena
pemasarannya jago! Lha Es Teler 77 tetap nomor 1 tuh!
Karena nggak  ada
 ada pesaing yang sejajar!

4. Hindari Singkatan Konsonan; Selain sukar diingat,

singkatan konsonan juga sukar terasosiasi oleh produknya.
“Yuk  kita
 kita ke toko hape GSC…!”. Ternyata berjejer toko
GCS, CGS, GSC, SGC, pusing deh… Mana yang benar
ya? Bagaimana dengan HSBC? Selain singkatan HSBC
dibuat setelah bank tersebut terkenal, juga tidak ada yang
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72  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   73

6. Terasosiasi oleh Diferensiasi;  Bagaimana orang yang 7. Produk Unggulan; Jika Anda sedang ngidam
ngidam bakso,
bakso, tapi
mendengar atau melihat, langsung ‘ngeh’ apa spesialnya Anda berada di suatu kota yang asing. Kemudian berjajar 5
dibanding merek lain. Oseng Mercon, terasosiasi
terasosiasi oleh Rumah Makan:
pedasnya. Bukan asal buat nama, tapi nggak nyambung. ✔ Warung Bunda
Ya bisa saja laris, tapi sangat disayangkan nggak dapat ✔ Depot Cita Rasa
Leveragenya. Misal: Soto Gebrak  diferensiasi di ✔ RM Barokah
gebrakannya.
✔ Gado-gado Koplo
✔ Bakso Cak Noris
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74  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   75

Ketujuh poin diatas, tak harus diterapkan semuanya dalam 1

merek. Jika diminta memilih mempertahankan 1 dari ketujuh
Nggak Pakai BOX
diatas, saya akan memilih UNIK
UNIK.. Karena merek yang sudah
Apakah nama harus memiliki arti? Ada 2 aliran:
umum di pasaran, membuat komsumen sulit membedakan
1. Merek memberi arti pada produk yang baru.
dengan lainnya.
2. Produk memberi arti pada merek yang asing.

TIPS:
Nokia, Sony, Samsung, emang Anda tahu apa artinya? Kualitas
 Jika sudah punya produk yang terbukti
terbukti
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76  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   77

Apa yang terbayang di benak kawan-kawanmu, saat mereka Contoh-contoh merek nyeplos lainnya:
mendengar namamu? Coba tanyakan.. � Kamila Makan Bakso
� Kue Kehabisan Kata
� Kafe Yuk Nikah
� Perkedel Cinta, Apa Maumu?
� Tanpa Aku, K amu
amu Udah Tidur..!  disingkat TAKUT (bisa
untuk merek kopi).
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78  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   79

Nggak Pakai Box lagi: jika biasanya merek Cara termudah mengecek apakah suatu merek sudah dimiliki
(terdaftar) oleh orang lain atau belum adalah:
adalah kata sifat, nama orang (subyek), bisa jadi nanti trennya
pakai kata sambung atau predikat, misal:
Klik: http://merek-indonesia.dgip.go.id/
 Bakso Kemudian
 Es Campur Apa?
 Hijab Karena
 Kue Anu
 Kwetiau Atau
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80  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   81

Klik “No. Permohonan” untuk detailnya, akan keluar seperti ini: Beda Merek Dagang dan Nama Perusahaan
Merek dagang tak harus sama dengan nama perusahaan Anda.
Misalnya:

Merek dagang: Entrepreneur Camp

Badan usaha: PT Momentum Entrepreneur
Mindset.
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BUKA LANGSUNG LARIS   83

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122  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 23

� MLM punya kelebihan pemberian ‘iming-iming’  komisi 5. Tele Sales (Pesan Antar)
(Marketing Plan) yang membuat member tergiur untuk
berjuang.
�  Saking ngebet dengan komisi berjenjang yang
menggiurkan, MLM sering tak mempedulikan kualitas
produk. Bahkan kebanyakan kasus, bergeser menjual
peluang usaha bukan menjual produk lagi. Hal ini
 juga yang mencemarkan
mencemar kan nama baik MLM à membuat
kebanyakan konsumen enggan didekati/diprospek.
� Serupa dengan franchise, MLM pembayarannya didepan,
sangat bagus cashflow -nya.
-nya.
� MLM adalah SD yang sangat powerful , murah, cepat Produsen  Konsumen via shipping/
bertumbuh , tapi membahayakan jika tak kuat sistemnya.
pengantaran, order via telepon.

� Umumnya untuk produk makanan, tapi sekarang nyaris

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124  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 25

� Armada pesan antar juga bisa jadi sarana promosi di 6. Online

 jalan.
� Relatif murah dan efektif
efektif untuk menjangkau pelanggan
lebih luas.
� Sarana yang bagus untuk ‘memetakan’ permintaan pasar .
Berdasar data pengiriman yang ‘gemuk’,
‘gemuk’, bisa diketahui
lokasi yang layak untuk membuka cabang.
� Sudah ada perusahaan alih daya yang memfasilitasi
memfasilitasi pesan
antar dan call centre.
� Akurasi waktu menjadi momok yang patut diperhatikan,
agar tak mengecewakan pelanggan.

 Website
 Website  Konsumen via Shipping/Download.

� Nyaris semua
semua jenis produk bisa dijual
dijual online dan terbukti
terbukti
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126  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 27

kenal dari antah-berantah datangnya, tiba-tiba mengkontak 7. Reseller

Anda. Bersiaplah banjir order,
order, hehehe..
� Hambatannya adalah ‘keamanan’
‘keamanan’ yang berbuntut
‘keraguan’ konsumen, kebiasaan belanja offline dan sistem
pembayaran online yang belum mudah diaplikasikan.
d iaplikasikan.
� Kelemahan
Kelemahan lainnya, memerlukan waktu untuk mengirim
dan tentu penambahan biaya kirim. Di sisi lain,
l ain, untuk
pemula, biaya inventori dapat ditekan, karena tak perlu
menyimpan stok.
� Salah satu pelopor sistem penjualan online adalah amazon.
amazon.

Produsen  Reseller  Konsumen atau

Produsen  Distributor  Reseller  Konsumen.
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128  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 29

� Barang dibayar dimuka, baru diantar.

diantar.
� Jika permintaan di suatu
suatu wilayah, untuk
untuk menghemat
menghemat
ongkos kirim dan memudahkan pelayanan, bisa ditunjuk
distributor  yang
 yang nantinya membawahi para reseller  area
 area
itu.
� Sarana promosi reseller : gadget seperti blackberry,
smartphone, tablet, laptop, via medial sosial.
� Kelemahannya
Kelemahannya adalah sulit mengontrol cara promosi
promosi para
reseller. Yang ditakutkan mereka over promised , sehingga
mengecewakan pelanggan.
� Perlu disediakan sarana promosi yang standar,
standar, seperti
desain banner , profile picture, agar kualitas promosi terjaga.
terjaga.
� Ada baiknya diberi batasan
batasan waktu
waktu (hak) untuk menjadi
reseller.
reseller. Bisa jadi saluran
s aluran ini tak pas lagi untuk kedepannya.
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130  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 31

8. Dropship tangan, flash disk, hampir semua produk

produk online bisa di
dropship -kan.
� Karena tak perlu modal selain
selain pasang foto produk, maka
maka
 jumlah dropshipper
dropshipper juga lebih banyak
banyak dari para reseller
reseller.
Bahkan para reseller bisa merekrut dropshipper untuk
membantu mempromosikan.
� Otomatis lebih berdampak pada brand awareness, meski
tak laku, promonya udah menyebar.
� Kejelasan
Kejelasan informasi
informasi produk dan aturan
aturan main
main perlu
diperjelas didepan, agar tak salah paham nantinya.
� Kelebihan di sisi produsen, karena dikirim langsung,
mendapatkan database konsumen.
� Kekurangannya adalah kerja
kerja ekstra untuk
untuk mengirimkan ke
masing-masing alamat pemesan.
Produsen/Web  Konsumen via Shipping,
order via dropshipper.
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132  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 33

9. Affiliate produk tersebut, maka AM akan mendapat komisinya,

bahkan tanpa konsumen sadari.
� Selain sistem pay per sales
sales (dibayar jika ada penjualan)
seperti diatas, terdapat juga affiliate sistem pay per lead 
lead 
(dibayar jika menghasilkan prospek) dan pay per click 
click 
(dibayar saat di klik).
� Produk yang terbanyak dijual dengan sistem affiliate adalah
ebook, voucher,
voucher, herbal, kosmetik
kosmetik dan produk yang biasa
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134  BUKA LANGSUNG LARIS

SALURAN
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136  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 37

Tugas promosi adalah mengkampanyekan eksistensi

merek/produk
merek/produk Anda dengan kelebihan (diferensiasi) yang Anda
miliki. Promosi bertujuan menciptakan permintaan pasar akan
produk Anda, sehingga mereka mencari-cari.

Apa jadinya jika distribusi telah merata hingga kios-kios di

pelosok, tapi konsumen tidak tahu keberadaan produk Anda
beserta kelebihannya di planet ini? Maka produk Anda akan
‘membusuk’ di saluran distribusi.
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138  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 39

 SEO, adwords. berkumpul di 1 tempat. Ujung-ujungnya kita sasar agak acak,

  Youtube.
seperti jamaah sholat Jumat di masjid, perempatan traffic light ,
pertokoan, atau perkantoran.
 Social media (facebook, twitter,
twitter, linked in, instagram,
pinterest, google+) Di jaman media sosial saat ini, orang-orang cenderung
 Media Chat (BBM, WA,
WA, Line) berkumpul di suatu komunitas berdasar minat mereka. Jadi
‘sarangnya’ sudah sangat jelas, spesifik, sehingga mudah
membidiknya. Saya sudah tak pernah beriklan lagi di media
masa, semua fokus ke media sosial dan super tokcer.
tokcer. Bahkan
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140  BUKA LANGSUNG LARIS

Untuk memahami seluk beluk pemasaran online,

bisa obrak-abrik
www.HOT.Yukbisnis.com  GRATIS

SALURAN
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150  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 51

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182  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 83

Fokuslah ke Value  baru tentukan Harga. Jika pelanggan MATA**** dengan harga 75 ribu dan dijual dengan Harga
puas, maka mulut mereka akan kemana-mana, produk Anda Bandrol 400 ribu, diskon 25% (jadi 300 ribu). Margin yang tinggi
akan cepat laris, omzet pun meroket, merek terkerek.  juga berfungsi menyelamatkan
menyelamatkan saat terjadi perang
perang diskon dan
promosi.
Tentu saja harga yang Anda tawarkan akan sangat dipengaruhi
Masalahnya: “Apakah
“Apakah calon konsumen tahu
oleh penawaran kompetitor  jika bisa dibandingk an.
bahwa value yang kita tawarkan lebih besar dari
Misalnya produk sabun herbal, harga jual eceran adalah Rp 10
harga yang ia bayar?”
ribu. Karena laris manis, kompetitor serupa mulai mengikuti
 jejaknya dan mereka menawarkan
menawarkan produk serupa
serupa senilai Rp
Jika sepatu berlogo ’centang’ tadi saya beri harga 7 ribu. Otomatis Anda akan mulai gerah. Itulah resikonya jika
Rp500 ribu versus Rp1 juta diskon 50%, mana yang lebih produk mudah dibandingkan. Beda halnya jika produk Anda
menarik buat Anda? Jawabannya: konsumen lebih tertarik memang benar-benar unik, merek Anda sangat terkenal, maka
harga diskon, karena: Anda bisa menguasai harga.
� Ter-image mahal  Value menjadi ‘seolah’ lebih tinggi.
� Merasa lebih untung dapat diskon  Harga terasa ‘seolah’
lebih rendah. Perhatian: Jika
Perhatian: Jika harga Anda
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184  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 85

Saya lebih memilih mengambil resiko dengan memberi harga Diskon yang terlalu kecil, membuat mereka enggan
tinggi, kemudian diberi diskon ditengahnya. Setidaknya jika menjual. Apalagi mereknya belum terkenal  “Ngapain
tak sesuai, bisa ditambah atau dikurangi diskonnya. Range mempromosikan produk yang belum terkenal dan untungnya
diskon yang masuk akal adalah 20 -70 %. Dibawah 20% orang tipis? Wong masih ada produk lain yang komisinya besar!”
tak tertarik, diatas 70% kelihatan membual. Tentu tak semua Disinilah pentingnya Anda merancang strategi harga Anda
produk/merek
produk/merek diberlakukan sama. Untuk merek ternama yang ke para distributor, agen, reseller, retailer, agar menarik bagi
 jarang diskon, tentu
tentu 10% sudah membuat
membuat pelanggan berebut.
berebut. mereka.
Misalnya:
Studi kasus yang menarik tentang kesalahan harga � Harga Satuan : Rp100.000,-
 yang membawa berkah. Klik disini: �  Harga
Harga Reseller : Rp 80.000,-
www.HOT.Yukbisnis.com/relatif � Harga Distributor : Rp 70.000,-

Kesimpulan: penentuan Harga Jual bukan semata dipatok
dari Harga Pokok Produksi (HPP), tapi banyak variabel
yang mempengaruhi, yaitu daya beli, permintaan vs suplai,
kompetitor,
kompetitor, branding, emosional konsumen dan variabel
Perhatikan, pengecer (reseller) selalu dapat yang lebih
besar . Kenapa? Karena mereka adalah UJUNG TOMBAK
penjualan Anda. Mereka yang menjual nama mereka dan
meyakinkan calon konsumen.
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186  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 87

Jadi mendorong mereka untuk membeli lebih dan tunai 3. IKATAN DISTRIBUTOR
tentunya.

F.A.Q
T: Bagaimana cara
cara memperbaiki
memperbaiki harga
harga yang telanjur
kemahalan, sedangkan produk kita sudah launching?
J: Itu malah BAGUS, tinggal didiskon (promo) saja.
T: Berapa persen
persen kira-kira
kira-kira margin
margin yang ideal untuk
reseller?
J: Nggak  ada
 ada patokan. Kalau produk kita masih baru, “The next process is our customer”, bisa jadi customer
kasih minimum 20% untuk Ujung Tombak (reseller).
kita secara langsung bukanlah end user  (konsumen),
 (konsumen),
Produsen main di volume saja. melainkan para distributor, agen, affiliate marketer.
T: Jika produk
produk sudah telanjur launch dengan margin pas- Bagaimanapun yang menjalankan distribusi adalah manusia,
pasan, gimana solusinya?
punya rasa punya hati, jangan samakan dengan pisau belati.
J: Ini yang berat. Harus berani
berani naikkan harga,
harga, komunikasikan
komunikasikan  Jreng.. jreng..
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188  BUKA LANGSUNG LARIS BUKA LANGSUNG LARIS   1 89

� Sering didatangi
didatangi dan dengar
dengar curhatnya, sambil bawa
bawa kue J. 4. Momentum
� Ajak makan malam dan hiburan bersama.
�  Training dan gathering  di resor à ini dampaknya dobel, ilmu
dan loyalitas.
� Bonus jalan-jalan ke luar negeri à bagi yang mencapai
omzet tertentu.
� Bonus-bonus lain seperti gadget, voucher,
voucher, dan lain-lain.

Seperti pernah saya tuliskan di buku saya kedua, Kitab

AntiBangkrut, jika Anda mampu mendapatkan Magic
Moment mereka, sumpah setia ada di tangan Anda.
Tentunya tak semua distributor diperlakukan spesial,
melainkan yang punya potensi atau bukti yang perlu
diperhatikan lebih. Apapun bentuk insentifnya, haruslah
dianggarkan agar barang Anda cepat bergerak alias laku.
 
Memulai usaha busana muslim terbaik adalah saat bulan
Ramadan. Saat yang tepat melaunching usaha minuman dingin
adalah saat musim panas, bukan musim hujan. Kapan dan
dimana launching Batik Setengah? Saat makan siang di
jalur semut menuju tempat
tempat makan atau sore
sore hari saat pulang
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BUKA LANGSUNG LARIS   1 91

MUNDUR SEJENAK...
Ditengah kesibukan,
..luangkanlah masa,
..jernihkan pikiran..

Mundurlah sejenak,
..naiklah keatas ‘bukit’..

Agar kita bisa melihat,

..mereka berlari, berebut, saling sikut,
..mungkin kita pun ikut..

Padahal, disamping kekacauan,

..ada ruang, penuh peluang,
..sedikit persaingan..