As every business owner knows the need to sell more of their products or services is vital to their survival as cashflow is the life blood of any business. As with any enterprise the marketing effort requires the same level of attention as does supply, production, accounts, servicing and financing. Quite often owners and managers are fully occupied with other aspects in the business involving the day to day operation of the organisation. As a result they are required to respond to events that will distract them from the marketing effort.

This is to be expected and it is the enlightened owner or manager that understands the need to put the marketing effort onto a more commercial level with objectives and plans that will carry through to achieve the result required. This approach will be no different to that required by the Bank Manager who will be looking for a business plan setting out the information the bank needs to make the decision to continue supporting the business. The need for results based planning is vital if a company is to compete and succeed in the market in which they operate. More and more companies today are recognising that outside help can contribute to achieving the desired outcomes.

Someone taking the helicopter view of your business will be able through their experience discover where attention is needed and will be able to help set your marketing plans in the correct direction to where you want to go. The other benefit of this overview is that it will determine those things you are currently doing well and at the same time establish where the business needs to make the changes to ensure the operation re focuses to increase sales. In all businesses there already exists data that can be used to good effect in improving the marketing effort and this needs to be documented to capitalise on the information gained from the day to day operation of the business.

Just as it is required when setting a GPS device you always have to first set where you are before you can get to the destination, the same needs to be done with your business marketing. However having the time to carry out this exercise can be time consuming and for those involved running the business this important duty is not given the full attention it deserves. This results in the realisation that the competition has gained an edge. It also needs to be remembered that once you have set the plans for your marketing effort continued review and corrections will be necessary if you are to stay on course. 

The benefit of seeing where you currently are and what things you currently are doing well will ensure that any future expenditure will be targeted thus saving time and money as you will be focusing on those areas requiring the most attention first. If you are serious about your marketing pro active steps need to be taken to ensure that it is approached in the same way as a financial business plan. Future sales and income need to be projected to enable sound financial planning and to make sure the enterprise remains viable and grows into the future for the benefit of all stake holders. 

The selling of products or services by an organisation will be the measure of their success and in today’s business environment careful thought, planning and effectiveness of their marketing will result in a healthy cash flow and a sound future for the business. The essential first step to cement your business in your market is to make the decision today to do something about it, tomorrow may be too late. 

Take time to talk to me on 0411 885 824 or keith@sales-selling.com

Dynamic Sales Mentoring. (Dynamic – continuous activity or change)