Marketing Strategy and Business Success

Sound advice - Read right to the end to find the gems.

Business managers disregard the importance of sales and marketing at great risk. These skills are the backbone of every business, be it a huge conglomerate, or a small one-man operation operating out of a bedroom. Where there are products and services to sell, there is need to make the market place aware of this, and it has to be done profitably or not at all. This is the raw and troublesome truth about all sales and marketing.

Without customer knowledge or awareness, there can be no purchase, and where no one is buying there can be no profit. Marketing is the science of bringing the right product to the market, at the right price, in the right way, at a Nett profit. Responsibility for the effectiveness of this falls to the sales and marketing department.

Individuals have their preferences. Some prefer direct mail marketing, others prefer network marketing while a large number lean more and more towards email marketing. But whatever the preference, the marketing strategy and all it entails is a vital step. It is the driver needed to succeed for both you personally and the business overall.

Sales and marketing training courses should be regular ports of call for every member of the team. Selling is a skill that comes naturally to some, but not to most. Yet it is possible to master these skills so they become more like drills. With the right training and strategies in place, the appropriate successful selling responses should kick in automatically. Also with marketing, one should be able to respond instinctively and creatively.

There is such a choice of media now that for the marketers it can be overwhelming. The widespread use of the Internet and the increasing availability of high speed connections, along with TV,results in vast numbers of potential customers being introduced to a product or service in no time at all. A quick review of what people enter into the search engines also helps paint a picture of the market psychology. It is amazing how people type words in an almost random order. Did you know that one of the phrases most looked for in the search engines is 'engine marketing search'. I find that amusing, but over one million people type that in every month. Why do they reverse the words? I don't know - but it is important to know that they do so marketing strategy can reflect these things where necessary.

Some managers will opt to delegate everything to a marketing agency. The problem here is that many are prima donnas and will take the opportunity to do what they have always wanted to do, and use your money to do it. They can be like architects who do the same. If you opt for a marketing agency to rn and manage your campaign, you cannot afford to do so without first presenting the agency with a full and detailed marketing brief. The aim of this is not to limit their creativity, but to keep it focussed on your needs and not theirs. All this of course should be underpinned by solid market research.

At its most basic level, both selling and marketing are about the art of communications and the best choice of media for the markets to be targeted. Not all potential customers require the same approach. For example, wholesale and retail markets will attract different methods of communication by the sales team. Again, if a product is to be sold in a store or shop, it is not the same approach as advertising an article to be sold at auction. The advertisements for each will appear in different magazines and other media, and the ads will vary too in design, presentation and language.

The real secret of success here is to start to do things differently. The old maxim about being surprised when there is no change in circumstances while you continue to do things in the same way stands as an eternal truth. I would encourage anyone to go and see, hear and / or read what Dan Kennedy has to say on this subject. A quick Google search will reveal a wealth of material. My best counsel is that you should note well what he has to say. Dan is one of the foremost sales and marketing consultants in America.

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