Success in business is never automatic. It isn’t strictly based on luck—although a little never hurts. It depends on many things; a good product, filling a need, enough capital, and many more. However without sales there is no business. Gustav Berle in his book The Do It Yourself Business Book writes that many businesses fail because of low sales, Michael Gerber in his book The E-Myth states that so many small business owners have trouble growing their businesses. Basically, Michael says that most entrepreneurs start a business because they are a technician, and they only enjoy the part of the business they perform well. He also explains that they don’t understand the basic truth that the small business owners need to be involved in the marketing and sales for their businesses.
There is the difference between the business of law and the practice of law, or the business of being an accountant and the practice of being an accountant. You are already a good technician, now you need to perfect the practice of being a good salesperson!
In other words marketing/sales should be something you do every day. So what is marketing? One of the best articles comes from “Reliving My MBA Days.” According to Peter Drucker, “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy”. There are many forms of marketing 3D mailings, snail mail, webinars, advertising seminars and email blasts. Everything delivered cross channel. Selling is one of the most important forms of marketing. Everyone in your business that interacts with you customer should be selling. That means that they should be showing your business in the best light possible so that customers will want to do business with you. You should also be selling yourself. This is one of your most essential jobs. Though not everyone feels they can sell. So if you don’t feel you can sell, hire someone else to do it. Never leave it to chance.
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