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Category - Sales

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1
Growing Your Business With A Marketing Plan
2
Market To The Right Customer!
3
Marketing Is All About Helping Your Customers
4
What Is Marketing?
5
Three Ways To Increase Your Sales

Growing Your Business With A Marketing Plan

Many small business owners, even after the excitement of startup and in their growth phase, don’t realise the value of having a marketing plan.

I think deep down inside they think that marketing is something that “happens” when they start their business. They have something good to sell. They believe in the vision and values of their business. Build it and they will come – and if they don’t come as quickly, ok, then we might advertise.

But advertising is not marketing.

Marketing is a whole system of supportive components around your business that should be designed to attract customers who are the lowest hanging fruit. Advertising is only one component and is part of the message that you broadcast. A marketing plan designs that system to work together and the reason you need a marketing plan is to make sure that you design the system right. You need to aim with a precise focus on your target customer, not fire off a scatter-gun and hope you hit somebody!

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Market To The Right Customer!

Here’s a shocking fact – most small businesses don’t do any marketing!

Hoping for a word-of-mouth referral is not marketing.

Sticking an ad in the classifieds amongst all your competitor’s ads is not marketing.

A sandwich board outside your shop is not marketing.

Marketing is about focusing on what you sell, who you should sell it to, what they like to hear, where they want to hear it from, and how to consistently move them from “interested” to having a “conversation” to being a “buyer”.

Because small businesses who do try to implement some marketing are not focused on this, here’s another shocking fact:

Most are marketing to the wrong customers.

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Marketing Is All About Helping Your Customers

If you have been at the receiving end of a bad car salesman, you would have received an ear-bashing about how good the car is, all the gadgets it contains, how fast (or safely) you can go, and what range of colours you can get it in.

If, on the other hand, you have met a good car salesman, you probably walked away with the car at the end of your meeting.

Why?

Because the good car salesman would have asked about your family and friends, talked about what cars you have owned before, asked about where you live and where you work.

This might sound like friendliness, and might have initially annoyed you (“I’m here to look at a car, not to have a chat!”), but at the end when he showed you the car and suggested how it and its features might fit with your lifestyle, you got to like him or her!

That good salesman knew that he wasn’t there to sell you something but to help you receive a benefit.

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What Is Marketing?

If I asked you “What is marketing?” you might give me a technical definition or you might describe to me what it is.

But I’m pretty sure that what one person tells me is going to be different from what another small business owner tells me because there is a lot of misunderstanding out there about marketing.

When I ask “How do you market?” the definitions and stories get even worse!

I get answers like:

  • You have to have a great call to action
  • Tell them how awesome you are
  • It’s about closing the sale
  • You just have to be determined (others say it differently “You have to be pushy”
  • Keep asking until they run out of excuses

So, what is it?

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Three Ways To Increase Your Sales

Have you ever set yourself a bold and challenging sales target for next year, and then in the cold light of day looked at the required increase and got the sweats?

If you have, like me in the past, you would have “reconsidered” and scaled it back a bit to a more “realistic” level.

Well, if you have, then I’m here to tell you that you can break that challenging sales target into three components that, when looked at individually, may not look that hard at all!

What are these three ways to increase your sales without scaring the pants off you?

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