The key to marketing is to take consistent action, and one of the necessary components you need to ensure you take consistent action is a marketing system. Learn the various definitions of a system, and why they are so important to your business success. You’ve heard me say over and over again that the key to marketing is to take consistent action. If you don’t take any action with your marketing, then nothing much is going to happen in terms of finding and keeping your most profitable clients. One of the ways to help you take consistent action is to have a system (or several systems) for your marketing.
Don’t assume that cost reductions will leave sales unaffected: Take the time to consider what will probably happen before making cost cuts. When is a cost reduction lead to a cost increase? When the cost reduction drives too many customers away! Whenever you read in the financial press about a company making a large cost reduction, try to remember whether or not the same firm has done this before in recent history. Chances are that the latest announcement is just the latest in a series of such cuts. If layoffs and facility shut-downs are such a good idea, why didn’t the company make all of the changes sooner? The usual answer is because the company didn’t achieve its sales targets following the last round of cost-cutting.
This is the second part of a review of some of the most common requests made to an interim marketer. This section considers collateral, re-branding and mobilising the sales force, with hints from the author to help make improvements in these areas. The first part of this article reviewed some of the marketing issues I get asked about, ranging from customer data, reducing marketing costs to direct marketing and web sites. In Part Two, I want to look at another sample of topics including sales collateral, re-branding and mobilising the sales force. ———————————————————
This is the second part of a review of some of the most common requests made to an interim marketer. This section considers collateral, re-branding and mobilising the sales force, with hints from the author to help make improvements in these areas. The first part of this article reviewed some of the marketing issues I get asked about, ranging from customer data, reducing marketing costs to direct marketing and web sites. In Part Two, I want to look at another sample of topics including sales collateral, re-branding and mobilising the sales force. ——————————————————— |
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