Sales suck... NOW WHAT? (eBook)

A &quote;down & dirty&quote; guide to sales and marketing for MICRO, MINI and SMALL businesses

Lynda D. Kavanagh (Autor)

D'Arcy Kavanagh (Herausgeber)

eBook Download: EPUB

2011 | 1. Auflage
131 Seiten
Lynda D. Kavanagh (Verlag)
978-0-9877875-0-7 (ISBN)

Infos

Many sales and marketing books are written for with hundreds of employees. Sales suck...NOW WHAT? is written for micro, mini and small businesses that just need a bit of direction in understanding how sales and marketing can work effectively with minuscule marketing budgets.

---

If you are the owner or manager of a micro, mini or a small business who has become frustrated in not knowing if your marketing is working, then "e;Sales suck...NOW WHAT?"e; was written for you. The book examines the various components of marketing and stresses that sales is only one component. If your business is struggling, then it may not only be a sales problem, perhaps there are hiccups happening in other components of your marketing. The author will explain the six primary methods of getting your message out, from most effective to least effective. The information in this book is provided in a straight forward, easy-to-implement way that can be accomplished with minuscule marketing budgets. .

Textauszug

Lighthouses and marketing

Let’s start with a bit of trivia.

The first lighthouse in the world was built in - get ready for it – Egypt. Who’d have thought? It was constructed way back in 280 BC and went by the name of the Pharos of Alexandria.

It was over 383 feet tall and was considered the tallest man-made structure for many centuries. When it was built, its only purpose was to aid sailors so they could sail safely through the fog into the harbor of Alexandria. Identified by classical writers as one of the Seven Wonders of the World, the Pharos of Alexandria lighthouse stood solid for more than 1,500 years.

As for the lighthouse photo on the opposite page, it is of Peggy’s Cove in Nova Scotia, Canada. One legend has it the area was named after the sole survivor of a shipwreck, a young girl who couldn’t remember her name so her adoptive family called her Peggy. With its rocky landscape, frequent fog and cloud, Peggy’s Cove is mystical and eerie, yet strangely soothing. Its lighthouse is easily the most famous in Canada.

So, what’s with all this talk about lighthouses in a book about sales and marketing?

Well, first, I’m a nautical gal so I love the look of these structures. More importantly, I love the secure feeling that lighthouses offer to sailors.

Wouldn’t it be nice if there was such a thing as a lighthouse for your business? Your lighthouse would be a bright light that would catch your attention when you start to veer off the course you’ve planned for your business. Your lighthouse would flash when you unknowingly head for a business disaster and your lighthouse would always be there to provide you with a soothing feeling of security.

To me, sales and marketing should be like a lighthouse for a business. It would show you the way and provide security that you are on the right course as you navigate through the often turbulent waters of running a business.

But, in keeping with the nautical theme, your sales and marketing can also be like an engine in a boat. It constantly keeps the boat moving forward in a predetermined course. If you turn off the engine the boat will coast along for a while and eventually stop. The same happens if you stop or reduce your sales and marketing. You may not notice much of a change - for a while. Then one day you’ll realize you’ve drifted off course and your business has slowed down. If that happens, you may find that you may have been sporadic with your marketing or lazy with your sales.

You may also notice that you have been spending a lot of money with no way to evaluate a rate of return. The result? Your sales suck and you have no idea which way to go or how to get there.

However, when you set a course for your sales and marketing by developing a plan, you are focused with a clear and consistent message.

The purpose of this book is to help you find that focus.

This isn’t a big, fat book involving theories and statistics. It was written because, just like thousands of other micro, mini or small business owners or managers, you may be experiencing a degree of frustration about how to market your business with a miniscule marketing budget. I’m offering a down and dirty understanding of sales and marketing in the fewest number of pages, and in a way that can be read quickly. As a small business myself, I know how hard it is to drag myself away from running my business to read a book.

I’ve found from the thousands of businesses that I have consulted for that many people lie to themselves about their business. They lie about what their products/services can do for others and about the reasons why someone would buy those products/services. Business people lie to themselves because it is almost impossible to be objective about the good or bad aspects of their products/services. But a business that lies to itself is a business doomed to hit turbulent waters.

So, be honest and implement tips learned in this book into your business. If you do, you’ll find your sales and marketing activities allow for smooth sailing.

So, let’s get building your lighthouse.

What really is marketing?

Many small businesses are confused about what sales and marketing really are. Some think that sales is marketing, while others believe marketing is advertising, but then others feel marketing is sales while even others are convinced advertising is public relations. Gosh, that statement itself is confusing!

I’ll make it very simple for you with my definition:

“Marketing is the overall strategy of creating a message that will capture the interest of a specific group of people (potential customers). Once that specific group of people is aware of your products/services, then sales represent all the activities that help those potential customers make the decision to buy your products/services.”

In short, marketing is the overall plan and strategy while sales is the action.

Unfortunately, how fast you move forward and grow usually depends on how much money you have and whether you implement assertive sales and marketing methods or rely on passive sales and marketing methods.

The dilemma facing many small businesses is they want to grow and grow quickly, but they don’t like personal sales and they don’t have any money to spend on advertising. (By the way, personal sales and advertising are called assertive marketing methods.)

I’m not implying that if you lack assertiveness with your marketing then your business will fail; your business can still succeed and even grow, it will just happen slower. I do want to emphasize that we must be extremely alert about expectations versus realistic outcomes.

I recently met a gal who had just been through extensive training to start her business. She was excited about being an entrepreneur. She had her product line ready, she had her distribution in place, she had great packaging and she was committed to customer service.

Then I asked her how much money she had allocated to getting her message out. She told me she did not have any money left to do any marketing.

Now what?

Marketing is all about inviting people to do business with you. If potential customers don’t know you are out there, how can they do business with you? It is unrealistic to think you can market your business without spending any money unless you have low expectations about how fast your business will grow.

In business, we have to match our expectations with the realism of how much money we have allocated to marketing. Success and growth can still occur even if you’re not spending much on marketing, but they may just happen slower because you will be relying on passive marketing methods such as referrals and “old school” word of mouth. (More about “old school” word of mouth later.)

I’m not saying you have to spend millions on your marketing. I’m not even saying you have to spend thousands, but you have to spend something to let potential customers know you are there. And depending on what you spend, you may have to adjust your expectations and your business plan based on that amount.

Expectations in life are interesting. Expectations in business are also interesting but can be hazardous – if they are unrealistic.

We’ll talk a lot more about this in upcoming chapters, but first you must understand what constitutes sales and marketing, and what are realistic expectations and outcomes based on your budget.

A wheel but no rudder?

By now you can tell I love nautical things. If you go to my website, wowcommunications.ca, you’ll see a nautical theme; the photos are of oceans, lakes, streams and other waterways. My house, in the middle of the Alberta prairies, is designed with nets, lobster traps and seashells. I even have a sailor’s uniform that my husband really likes, but that’s another story. Yup, I like nautical stuff.

I love to sit and gaze at water. It is interesting to watch the activity that happens in and on a waterway, and then relate that activity to things that can happen in a business. It is amazing how alike sailing the ocean is to running a business.

You see, there are different types of oceans and there are different types of boats, just like there are different types of businesses. On the ocean there are big boats and there are small boats. Sometimes the water is smooth and sometimes the water is turbulent. In business, just because you are a big ocean liner type of business doesn’t mean that it is easier to manoeuvre. In fact, sometimes small crafts have an advantage over ocean liners because they can zig and zag around the ocean liners, and turn quickly away from hazardous reefs.

Small business is like that. Small businesses can often manoeuvre ahead of big businesses because they can react quicker to customer demands and needs.

However, a large business usually has a huge budget whereas a smaller operation has a limited budget. Still, a small business can be successful if it is smart in using its sales and marketing.

I’d like to explain sales and marketing using Canada’s historic Bluenose schooner from Nova Scotia as an example. To make the Bluenose sail effectively, many components of the schooner needed to be working together - the sails, the rudder and the ship’s wheel just to name three.

If the sails were the only part of the schooner that worked, the Bluenose still wouldn’t have sailed effectively. The Bluenose would have moved,...

Produkt-Details

• Erscheint lt. Verlag: 23.9.2011
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 0-9877875-0-0 / 0987787500
• ISBN-13: 978-0-9877875-0-7 / 9780987787507