Marketing is the What and the How to build your business. Yet, it is exactly the what and the how that many business owners and executives truly do not understand.
First, there exists confusion between marketing and sales. This confusion is probably the first obstacle to achieving the goal to increase sales.
Next, since the what is not known, limited resources are then spent on activities that are not aligned to the strategic plan or business action plan. The business owner or executive becomes disgusted and then starts to believe that the How of marketing is not worth the effort.
The How of marketing for many is the paid advertising to direct mail, but it is the simple How Actions such as the tag line, 30 second infomercial that can truly deliver far more bank for your buck. For example, after you speak at a business networking event where you may potentially have a room full of prospects are people coming up to you and wanting to speak with you? If not, then it is time to revisit your message.
Another simple How"of marketing is goal setting . Do you set measurable goals for all of your marketing activities from the web site to direct mail responses? Unfortunately, from my simple observations as a sales coach, many are engaged in spray and pray marketing - spray it on the wall and pray that it sticks. And since most people do not know how to set their own personal goals, attempting to set marketing goals are futile actions.
Is your marketing also focused on building loyal customers ? For loyal customers are worth their weight in gold. Did you know it costs 5 to 6 times more to acquire, attract a new customer than to retain an old one?
Remember, no matter how great your products or services, unless someone knows about you, your products or your services, you will never make sales or achieve the business success that you truly desire.
Do your marketing skills to sales skills need some help? Then visit the business training coaching gym where you can exercise your marketing and sales muscles without breaking the bank.