Why entrepreneurs should do market research

When last did you research your market? When last did you test your assumptions? When last did you [just] ask questions? No selling. No “marketing”. Just questions. Many business owners are frustrated because they are unable to get into the room with the key decision-maker. They send emails; make phone calls – and get nowhere.…

The customer is king. So what?

We all know that the customer is the most important person in our business, but the words ring hollow because we don’t know what we mean when we say this. Really, what do we mean? Sure, it is the customer that pays us, so that makes them important. It is the customer that buys from…

How fast is your business?

As a marketing consultant I get to spot a few business trends as well, like this one: many South African entrepreneurs move too slow! It’s a simple truth: the slower your business goes, the greater the chance that whatever revenue lift it has can be lost in an instant. It’s easier for the competition to…

What’s your marketing problem?

If people are not buying from you, what does that mean? Five potential issues come to mind: A demand problem, namely whatever you are selling, no one wants it. They don’t see the benefit. A value problem, meaning whatever you are selling, the upside doesn’t outweigh the downside. The cost is more than the benefit.…

Where to focus your marketing efforts

What is your business the best at? What do you do better than the rest? Nothing? Or is it irrelevant? A question only asked in American motivational videos? Here’s the thing: marketers get tough questions from owners looking for results, but somehow it never works the other way round. And it should. You don’t market…

Who has all the marketing answers?

Does a marketing person have all the marketing answers? It is an interesting question, and very relevant to me. I get business owners phoning me expecting answers! What must they do to launch a new idea? Raise awareness? Gain new customers? Generate leads, and ultimately sell more stuff? Do I have those answers? Often not.…