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Marketing Consulting

It is so amazing how easy it is, all business owners who lack money have one problem: they have a problem in marketing – at least so they think. Every business owner who contacts me and tells me “I have no money” immediately goes on to argue that his problem is not having enough clients who are “of course” the result of a marketing problem, usually accompanied by other symptoms known to be “advertising does not work in my field.”

Vanity of vanities! That’s about what I have to say, this is so not true it’s funny, it’s just like going to the physician with a fever and thinks the problem is cause you are hot or just have a head, it has nothing to do with the heat, the problem must be somewhere else, fever is a symptom indicating that there is a problem elsewhere in the body, the heat itself is not the problem, Likewise lack of money, clients or work.

There are 156 different reasons that can make any business to fail, it is true that mostly because there is no work and no customers and it is true that the result is no money, but let’s looks together on other areas of your business that might be the source of this problem.

Bad sales people – whether you’re dealing in retail or commercial area, whether you’re selling door to door or whether they come to you, you still depend on sales people. Incompetent salesman who doesn’t know the attributes or benefits of the product or service they sell, or an unwillingness to sell will explain to you all the time that the problem is marketing and if only they’d get some more customers coming in the sales were better. Of course the real problem is the salesman himself! Success rate from field to field variables, there are areas that salesman close less than 1 to 5 customers is really low and there are areas where this percentage is amazing, as managers you must figure out what percentage of closing is average it used to be customary, and then check whether the problem stems from incompetent salesmen and it might be you don’t have any problem with your marketing.

Sales strategy – when a good salesman can’t sell I won’t blame him, but I immediately check what defined him to sell, what price for first service been offered to subscribers, whether he sells to existing customers or new, is he trying to sell over the phone or the customer arrives after he saw an advertisement that gave him a strong desire for the product or service, sales are falling simply because the sales strategy is wrong, many businesses try right from the start to sell their primary service that keeps their business and this is even before the client has developed a small amount of trust in their business , connection with a customer is something that needs nurturing just like a relationship, if you want customers to buy from you the most expensive product, build a long term relationship based on trust, perhaps your product is one that divided into several parts that one connect to the other but each in its own right provides valuable product for the customer and the customer actually proceeds with the following products alone, thanks to his satisfaction and not by your desire to press his credit card highest amount on the first date.

Shopping List – there are some businesses that in order to read their sales proposal you have to spend a week in calculations or at least go to work in their company for a month to figure out what they wanted from you, I have seen proposals that in order to know how much the product or service will cost you will need the computer you split the atom. Proposals should be simple, clear and easy to understand, proposals contains too many variables and options will be set aside for a more expensive proposition that is more simple to understand if only because the customer can’t really know how much it will cost him in the end. Easy example is the field of computers, in the past they would run a component list where we can show off our new computer but it was so diverse that you could never know what the final price you will pay, now the most successful company in this area is “Ivory” publishing each Week List of Computers undergoing very specific characterization of different price levels and any customer can decide how much he is willing to spend and what he receives in return. Make sure to write clearly offers, remember sales growing phase comes after the customer has been reached to purchase the product, do not try to register all sales options in the proposal expecting the customer to increase his own sale.

If he wants me he will know how to find me – it’s funny to hear a client say he has a problem in marketing, but the answer for the question what do you do after you sent a business proposal is: if the customer like it he will know how to find me, from a simple check that I have made it shows more than 30% proposals fall only because nobody followed up. People tend to go for easy solutions available, accessible; simple that doesn’t require much effort from us. More than once I chose the supplier that made sure to call again and again, consistently and without being angry and upset about the fact I haven’t yet looked at or decided on the quotation sent to me if only just because he was there to help me decide that the answer is “Yes”, it was much more comfortable than start doing a market survey or haggling with other suppliers, which they didn’t bother to come back to me after I asked them for a proposal, moreover his consistency gave me the feeling this business is organized and serious, so even if it was a bit expensive, I’d pay a little more to work with such businesses. Many people have a little confusion between parity and business they think that if the relationship isn’t good you should make pressure and chase the “potential client” well in business it’s exactly backwards, as opposed to a relationship you might think that if the girl was chasing after a sign she is desperate, choking and that no one wants her, it reversed in business and if it is done in a nice and consistent way it’s indicative of an organized and professional business. Make sure to build a permanent monitoring system, do not give up on any clients, and follow every proposal until you’ll get a yes or no answer!

I have outlined here only four regions out of 156 that can actually cause business to lose the income, I recommend you as a business owner to check where the problem comes from before jumping to conclusions that there is a problem in marketing or advertising. Business is a machine with 156 gears and just like that if your vehicle gets stuck in the middle of the road it doesn’t always mean running out of fuel, so as business without money or customers doesn’t mean he has a problem in marketing and if you became desperate looking for the reason you can try and do ZOOM OUT looking at the business from the outside or have a professional do it for you to really possible locate the true solution and not just fill the business with strange solutions usually cost more money, causing the ship sinking even more.

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