If You Build It…He Won't Come Without Sales And Marketing
Copyright (c) 2010 Matthew Linklater
Let's face it. We've been lied to. We all love getting caught up in a good movie, and who doesn't feel sentimental just thinking about the 1989 baseball flick, Field of Dreams? In the movie, Kevin Costner, playing a corn farmer, dreams of building a baseball diamond on his land. Hearing voices that promise him, "If you build it, he will come," he faithfully clears his land and constructs the field, which becomes the playing ground for famous Black Sox players of the past. But that's a lie when it comes to business… if you build it, the customers won't come without being enticed and convinced to come.
Do you have the mentality in your business that if you build it, the perfect customer will just walk in your door, followed by a team of others? You have spent years perfecting your craft, developing your trade, and now you've got your office set up and ready for business. But there are two pivotal skills that must be mastered before clients will come knocking on your doors: sales and marketing.
We consider sales and marketing the two black holes that must be filled to maintain a successful business. Without them, your business may never fully be made known to your target market consumer segment. But where do you start? How can you determine which advertising efforts you are currently pouring money into, really work? Where do you start in building brand awareness for your small business, so you can drive sales and your bottom line?
First, team up with a savvy consultant who has he skills and experience that you need to best compliment your sales and marketing needs. This sales and marketing guru can guide you through the process of effectively building a systematic and traceable marketing and sales process like the ROI Matrix from www.yourROIguy.com that delivers a strong return on your investment. Second, address the interactions that your front line staff has with your customer to maximize their service and ultimately the client's satisfaction.
We know that you have your mind on your own matters. The clients need your time and attention, and that's the bread and butter of your establishment. But without the appropriate attention paid to your business's sales and marketing, the traffic flow through your doors may not be steady. Customers will not necessarily come just because you built your business.
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