I lost track years ago of all the business owners who said something like, “If someone knew anything about marketing this business would grow so fast because there’s so much potential.”
Business buyers, skeptical by nature, think, “They’ve tried every marketing technique known and nothing worked.”
We’re working with three companies with different marketing situations:
- One is a sales and marketing machine (sales and marketing are different and have a symbiotic relationship). They hustle, constantly stay in front of customers, and it works. They’re growing the top and bottom lines nicely.
- Another struggles with getting people to do the sales and marketing efforts they’re supposed to do. It’s a culture issue as too many expect others to do all the sales and marketing so they can just do the work.
- A third company tried some new marketing, and it was too successful. They got 10 times the responses planned for and lost out on a lot of business because they couldn’t respond in a timely manner. At least they now know how to prepare for the next effort.
We all need to do regular marketing, and the right amount of it on a consistent basis because when done right it increases a business’ value.
“A principle is not a principle until it costs you money.” William Bernbach
“If at first you don’t succeed then skydiving is definitely not for you.” Steven Wright
