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In Seth Godin’s book The Purple Cow, he describes the experience of driving with his family through the European countryside and being enthralled by all the brown cows. He noted that their excitement did not last long, however, and he began to wonder what would happen if there were purple cows standing in the field. That would have gotten their attention. That is essentially what your marketing needs to be: a purple cow. What will differentiate you from the competition and make you stand out in the crowd?
- Marketing: Marketing is about sowing seeds to capture someone’s attention and get the potential customer to notice you. Your marketing needs to be focused less on your methodology or how you do things and more on why you do what you do and the benefits and results for those who will purchase your product or service. A marketing plan communicates and educates your target audience on the advantages, value, and results of doing business with you. You want to make your potential audience curious about what you have to offer.
- Sales Plans: If you want to be effective at selling to the potential customers you attract via marketing, it is necessary to have a plan for engaging the customer on how you will meet their needs. The reason we create plans is to generate consistent results. The larger your organization gets, the more important it is to have a clear, documented sales process to ensure your consistent success. In the current global market, all businesses are fighting harder and working smarter for their share of the market. A well-documented sales plan allows you to execute and create consistent performance. Don’t leave your sales conversation to chance and randomness, have a plan.
- Revenue Growth: When a business owner tells me that they have a cash flow problem, I remind them that cash flow is a lagging indicator of marketing and sales. The cash flow problem indicates something that should have happened but did not—often it reveals a lack of effective marketing and sales. Revenue growth is a proactive activity. You cannot wait for the business to come to you; you must go out and get it. A business owner needs to be proactive in marketing their business to make it stand out, and then actively go after the business. It is no longer possible to sit around and wait for the phone to ring.
If you want to achieve greater success in your marketing and sales increasing top-line revenue and bottom-line profit, give us a call. 503-312-3145
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