Build it and they will come
“We’re in the phonebook.” Phonebook! What’s that? Elderly aside, most people turn to the Internet these days. They read reviews on Trip Advisor and Yelp. They quickly check out the competition. And usually make up their mind before leaving their desk. The companies that rely on the fact that they are simply out there and available, will be left to die a slow and capital-depleting death… alone.
We’ve always done it this way!
Have you heard the saying, “The only thing constant in the world of business is change?” Marketing strategies are no different. Fifteen years ago, the Internet was mainly reserved for geeks and gamers. Five years ago, YouTube didn’t exist. Four years ago, Facebook was a thing college kids played with. Think of the past few years. Has your marketing and business system evolved at this rate? For your business’ sake, I hope so.
Location, location, location
Besides gas stations and convenience stores, this mantra no longer holds true. The business that promotes, differentiates and delivers on promises will ultimately draw the most traffic and sales. Foot traffic helps a little in walkable neighborhoods, but not enough to compete in this market. Some of the best restaurants and stores I have visited were located off the main city strip but had caught my attention days before I grabbed the car keys.
Sales training is a second tier expense
“Whatever we can afford is fine.” It’s not fine! Sales is the lifeblood of your organization. Without it, companies die. Sounds obvious? Not so much. There are literally thousands of businesses out there that only spend the base minimum. You run into these businesses everyday. For instance, the next time you’re out shopping, take note of the salesperson’s friendliness and professionalism. Then take notice of the customer base and if they truly enjoy shopping there or if it’s a force of habit. Most likely, your urge to return will be a direct relationship to your employee interaction. Exceptional companies focus a great deal of its resources on finding a great sales staff, investing in their training and consciously tracking successes.
Cutting costs is the best way to boost the bottom line
“We don’t need to advertise, they know we’re here!” What!?! For most of you, this statement may seem completely fictional. However, I have encountered businesses with this mentality. Since you are reading this article, I assume you know this one. Just remember, don’t be penny smart and dollar dumb. Good Luck!
Further Reading:
- How Famous Dave’s Restaurant is Losing Countless $10 Sales & Unlimited Promotion
- Are You Competing on Price With Your Brick and Mortar Store? Good Luck!
- 100+ Internet Marketing Resources for Entrepreneurs
- Price Anchoring: The Power of Comparison Pricing Tables on a Subconscious Level
- Recommended Reading – August 09
{ 2 comments… read them below or add one }
I found your blog on google and read a few of your other posts. I just added you to my Google News Reader. Keep up the good work. Look forward to reading more from you in the future.
Thanks!