Before you launch a marketing campaign, can you answer the following questions about your business and product or service:
- Do you know which features of your product or service will appeal to different market segments?
- Can you describe how your product or service will benefit your clients?
- Have you prepared a sales forecast?
- What type of media channels will you use to market each product or service?
- What are your planned sales promotions?
- Can you plan a publicity campaign around a product or service?
- Do your marketing materials mention any optional accessories or added services that consumers might want to purchase?
- Do your marketing materials and packaging appeal to your target market?
- Are your marketing materials and packaging brand consistent?
- Have ALL of your employees been educated about the product and or service?
Like to learn more on marketing campaigns, check out the Rule of Thumb Small Business Books A Guide to Small Business Marketing.
If you are considering promoting a potential leader or hiring a highly-skilled individual who lacks loyalty, he should be disqualified. Don’t even consider taking them on the journey with you because, in the end, they will hurt you more than help you. What does it mean for others to be loyal to you? Probably the same traits others require of you as well. READ MORE »
Lots of people achieve a level of success but then are amazed that it is fleeting, and it just drifts away. They are perplexed that they are unable to recreate the same results. What they don’t see or forget is the law of precision, the salvation of mediocre sales people who want greater success. READ MORE »
A marketing plan is a comprehensive document or blueprint that outlines a business advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame.
If you are already in business, stop and ask yourself the following questions:
- What are my company’s strengths?
- Do I clearly understand my market niche or position?
- What business am I in—what is my product or service?
- How do I measure success?
- What are my short-term goals?
- Who are my customers?
- Who are my competitors?
If you are ready to launch your small business enterprise, get a copy of South Pacific and pay close attention to Bloody Mary when she sings “you gotta have a dream—if you don’t have a dream, how are you gonna make a dream come true?” She is the epitome of a homegrown successful entrepreneur selling island goods and services to American Seabees on a remote Polynesian island during World War II (her specialty product is grass skirts). Mary’s “dream” is her marketing plan and she implements it with great bravado, resulting in a substantial financial gain.
If you’ve been in business for some time, are you implementing a marketing plan? Do you know what a marketing plan looks like? If you are not achieving your financial goals, it may be an indication that a plan is needed.
A marketing plan need not be a 30-page academic and theoretical document, which probably will sit on a shelf collecting dust. Your plan must be flexible and dynamic, responsive to changing market conditions. However, you do need one—even if it is a one-page summary.
Ready to build that marketing plan: Check out the book “Small Business Guide to Marketing Basics“
In sales, closing is that moment when all the conversation, fact-finding and interactions lead up to decision time. The job of the sales professional is to skillfully and conversationally move a prospect to understand that the solution is a perfect fit and to accept that the sale has been made.
In order to be predictably successful at closing, there are a few key maxims that are worth remembering. READ MORE »