How does marketing influence sales?

  It is all about sales. Let’s get that clear. Everything in between is secondary. How do you make the sale? That’s the question! But here’s the thing: the sale is the end result of a process. The better your process, the more your sales will be. So actually, it is all about the process.…

Time to get out of your office!

  Your first challenge as an entrepreneur with a new idea is not production, nor distribution, marketing or even sales. It is to find a customer, according to Steve Blank in this powerful and highly recommended video. The customer is that elusive critical component in the wild west of the market-place that says to you: “yes, I…

Do you have a marketing plan?

  If you want to lose weight from eating healthily, you need to do it over a long period of time to see results. If you want to build enough savings to one day live off the interest, you need to save a substantial amount over years, otherwise you will come out short. To cook…

The rules of the business jungle

The number 1 trick in Sales, is Marketing. The number 1 trick in Marketing, is Branding. Branding is about what sets you apart. Difference. Uniqueness. Why us? Why not them? If you are not different, even remotely, then you are a commodity. Commodities are traded on price and availability. Margin is predetermined by the customer.…

Marketing and warfare

The troops are the sales team. They engage the client directly using a set of tools they have been given. A brochure, a product, some information, negotiating skills… The enemy? They are the competition. We need to get to the customer before they do! The customer? They are the prize. The land we fight over.…

Where’s your but

That’s right, do you know where’s your but? As in, we do this, but not that? Our services are ideal for these people, but not those? Do you know the answer? The world’s biggest brands do. If you want to eat seriously healthy food, then McDonalds is not for you. If you want a computer…

Marketing is for brands, not products…

Here’s an interesting thought I had recently: you don’t market a product, but rather a brand. Many business owners don’t understand this. Granted, this should not be news to someone like myself who claims to be a marketing professional, but it is a truism that is easy to forget amid the daily pressures of business……

How to launch a new idea

Let’s assume you have a new idea and want to launch it. What is the main challenge you face? Often entrepreneurs think that their most immediate problem is one of “marketing communications” – i.e. how to tell people about the new product. They think that if they can achieve product awareness, they will achieve product…

Marketing is like fishing

Two decades ago, as a small business, you couldn’t do much marketing. It was simply too expensive. Printing ten thousand leaflets and dropping them in people’s mailboxes? Advertising on the radio? Promoting on a billboard? All too expensive. All you did was rely on your Sales department. They were responsible for meeting potential customers and…