“Doc, we need more revenue…”

“Doc, we need more revenue…”

“Doc, we need more revenue…”

If business growth is about marketing and sales, which one adds more to the bottom line?

THEY BOTH DO!

 arehharHere’s what I know.

Most Successful small businesses excel at one or the other, but not very often at both. Based on my experience, depending on which one is in the management team, that is a good guess. Either marketing or sales can grow the business if leadership makes sure there is a firm commitment to the marketing effort or building a sales team.

Throughout my ownership of a small business, I worked with a variety of healthcare practices, higher education, universities, B2B companies, direct mail companies, a proud selling solution provider as a partner, and entrepreneurs like myself.

No one small business I met with was the same as the next, but for marketing their products or services with marketing, advertising, and selling was usually in a dyer’s need for change.

However, why stop at one?

Today, the future success of an organization’s sales team depends on the business leadership and their development strategy. The strategy is usually a blend of their marketing and sales tactics they have developed over the years. Logically, that provides results needed to keep a business going and growing.

But somewhere down the line, business growth becomes stagnant.

Leadership becomes complacent. When a small business finds a new customer, an existing customer somehow disappears. In that scenario, it becomes more difficult to meet business growth goals.

If I get a contract, I collect a lot of information about the company, not just in marketing and sales. I ask selected questions and provide examples from my e-Book, Custom-Made Marketing, to stimulate discussions. Marketing professionals and salespeople love first class business growth and ideas for development.

For starters, here are a few of my ideas-

NUMBER ONE, Customers.

The business team must have a complete understanding of customers’ and prospects’ needs and wants. Do they sell the products and services that meet those needs and wants? People change. Markets change. Competition will change.

NUMBER TWO, Growth.

A successful selling growth strategy requires a focus on the basic skills of prospecting, lead generation, and face-to-face selling. Usually, personalization is a goal never met. Do you need better data? Is your database or CRM up to date? 

NUMBER THREE

Management must define “what is a sales lead” and what are the steps to nurture the lead prospect into a customer. If nurturing starts in marketing, when do they hand the lead off to sales? If the lead is handed off to sales, what type of reports must be filed by the salesperson. Who will share these reports with marketing? A past customer will require some incentives to Number 4 but establish them as a returning customer.

Throughout my ownership of a small business, I worked with a variety of healthcare practices, higher education, universities, B2B companies, direct mail companies, a proud selling solution provider as a partner, and entrepreneurs like myself.

 

NUMBER FOUR

Knowledge is power in a small business. Provides a customer service strategy that encourages more and repeat business. Plus, learn more about prospects and customers. I enjoy using a storybook type of writing that served as a reminder of the needs and wants of each prospect and customer. Ask and add personalization and share with marketing. Become known as a solution providers and develop a customer service department second to none.

Not one small business I met with was the same as the next. B2B companies always blamed marketing and or sales, but always looking for the easy way out. However, when marketing their products or services, marketing, advertising, and selling was always in need of help.

 

The Way I See it...

The answer for any small business management lies somewhere in the "indecision of what is marketing and sales."

To achieve success, a business must envision marketing as a business development technique— a broad brush approach to build a business through a variety of marketing channels and enable the selling team to increase sales. And is the most common problem to befuddle the small business is they think of marketing as—

Branding, yes, marketing is all of that, but does a small business need to spend time and a ton of dollars branding, hoping it yields a return on investment in the future?

Advertising development If a small business advertises, where do they put their advertising dollars? In a newspaper? On the radio? Maybe the TV? Restaurant place mats? Hoping something works?

Creating a onetime promotional campaign. Who has the time and resources to create a promotional campaign that is all wrong for the company and placed on all the wrong channels of communication and, better yet, can afford the promotion hoping to get a response?

To some, marketing is everything a company does to build and promote its products or services. That is a good use of marketing. But eventually, marketing loses its glamor or attention, it falls way short of expectations. From that point onward, marketing is never enough!

Other organizations who have ventured down similar marketing paths and felt somewhat disappointed may decide to ramp up sales by adding bodies to the sales force. That may work for a time, but it usually leads to a dead end, leaving you where you started but with less money.

Business growth and development is a very specific strategy an organization needs in its business building activities. Business growth and development does not replace marketing— it increases marketing effectiveness by maintaining a steady flow of communication to your marketplace.

Business growth and development does not replace sales, but it increases sales because your market is better informed and educated by better selling efforts. This leads to improved sales, happy selling, generating larger profit margins, an increase in return on assets, and the accountability of your sales team.

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

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