| I am often asked what the difference is between | | | | every discussion you have about it from that first |
| sales and marketing. Marketing researches the | | | | moment on. |
| opportunity, prepares the strategy, produces the tools | | | | 10 Habits To Becoming A Successful Marketer |
| to inform the prospect and places the potential sale on | | | | 1. Be honest and clear about your target group. |
| the table. The Salesperson then picks up the ball and | | | | Your target group is not all adults or all females, or all |
| confirms the opportunity, contributes to the strategy, | | | | females with blue eyes. Get as close to the core of |
| uses the tools to inform the prospect and moves the | | | | your target audience and be honest with yourself |
| opportunity off the table and into the cash register. | | | | about who is really buying your product or service. |
| Marketing is everything from how you answer the | | | | 2. Follow a defined sales process and follow up at |
| telephone, correct spelling in your correspondence, and | | | | each stage of the process. |
| SEO to the words and graphics of your emails, | | | | There are many books and courses that outline well |
| website and brochures. | | | | defined sales & marketing processes. Find a process |
| The essence of marketing is very simple. It is saying | | | | you believe in and follow it loyally. |
| the right thing to the right person at the right time. | | | | 3. Be completely up-to-date on your competition. |
| However, knowing what to say, when to say it and | | | | Know what your competition is going to do before |
| who to say it to is much tougher. | | | | they have done it and prepare yourself. Learn from |
| Marketing is a collaboration. In small business you often | | | | their mistakes and from their successes. |
| wear both the sales and marketing hats. It is important | | | | 4. Put your client/customers needs before yours. |
| to maintain objectivity. I urge you to include others at | | | | If you put your customer before yourself they will |
| as many stages of the process as possible. They | | | | notice and remember at decision making time. |
| may see something you don't or they could add ideas | | | | 5. Utilize new technology. |
| you haven't thought of. Mistakes can be minimized and | | | | From the internet with your website, e-mail, SEO, link |
| opportunities capitalized upon. | | | | popularity, blogs, social networking, to cost |
| Every day new and exciting elements and challenges | | | | effective-low run-4 colour printing, to contact |
| are being tossed into the marketing mix. There is no | | | | management software and voice mail, it is much |
| reason to be overwhelmed by all these choices. Seek | | | | easier today to compete with larger companies. |
| out professional advice in the form of marketing | | | | 6. Love what you do. |
| suppliers or go to seminars or workshops. There are | | | | Customers want to be with winners and loving what |
| many qualified marketing resources to help guide you | | | | you do will get you through the tough times. |
| through this exciting jungle. | | | | 7. Be as up-to-date as you can on your industry. |
| Marketing takes on many forms including, but not | | | | Vertical industry publications will help to keep you |
| restricted to; research, decision making, customer | | | | informed of trends and opportunities. Read up on your |
| service, supplier relations, sales calls, planning, rethinking, | | | | industry and your customers. |
| constant re-evaluation, late night deliveries, early | | | | 8. >Have a written Marketing Plan. |
| morning presentations, brochures, business cards, | | | | The old expression "if you don't know where you're |
| advertising, trade and consumer shows, marketing | | | | going, any road will take you there" has never been |
| plans & programs, lead generation materials, sales | | | | more true. Everyday you are faced with new |
| presentation materials, direct marketing programs, | | | | challenges and opportunities. If you don't have a road |
| database development & management, telemarketing, | | | | map that included some planning and decisions it is |
| print production, public relations & publicity, strategic | | | | very easy to drift for a long time, never quite |
| alliances, sales training, marketing training, internet, | | | | succeeding. |
| website, SEO, link popularity, emails, blogs, newsletters, | | | | 9. Have a point of difference. |
| corporate identity/logo design, sales meetings and | | | | Be clear and concise about what product or service |
| much more. | | | | you offer and how you are different from competitors. |
| When do you need to start your marketing? | | | | 10. Constantly re-evaluate your business. |
| The minute you have the first inkling of an idea you | | | | Every meeting, presentation, and discussion you have |
| must start researching the target group, the | | | | about your business is reason to re-think what you are |
| competition, the need for the product or service itself. | | | | doing. Challenge every aspect of your business and |
| Integrate this information within the product/service, | | | | make it better every day. |
| packaging, price, distribution, communications tools and | | | | |