Your job is not what you do. It is selling what you do. Your first focus in business is on your sales and marketing. That will never change.
If you can’t sell your product or service, you don’t have a sustainable business. So pull out your business plan and start executing the marketing and sales plan you laid out when you started or bought your business.
The days of customers walking in your front door or calling you on the telephone are gone or dwindling fast. The business is going to those who ask for it. If you don’t have time for sales and marketing, then you’re devoting your time to the wrong things.
Create your “top prospect list” and start making sales calls. Yes, I’m talking to you Mr. or Mrs. Business Owner. If you have a sales manager, or sales staff, call them in and have them do it. If you don’t have this kind of help, either get it quickly, or start doing it yourself. If your marketing plan calls for selling via channel partners or joint venture partners, then get to work calling on them.
Who are your top 25 prospective customers or joint venture/channel partners? Listing what you know about your top prospects helps you gather information that leads to these all-important sales. So start a file on each of them and include the following information:
- Why is this customer such a great client/partner or lead?
- Why is your business a great fit for what this customer needs?
- Who do you know inside those organizations? Who could personally introduce you to these people or organizations, whether they’re insiders or not?
- Who are the decision makers? If you’re selling directly to consumers, how, when, and where do they normally make their buying decisions on your product/service? How do you get in front of those decision makers?
Execute your marketing plan. This may call for you to:
- Sell at a trade show or at local markets.
- Rent direct mail lists or prospects to mail and call.
- Network for leads at your local chamber of commerce and other groups.
- Buy key word advertising to generate traffic to your website.
- Actively post to discussion forums and blogs to spread the word about your business.
- Use social media (Facebook, Twitter, LinkedIn, etc.) to get the word out.
It is essential that you generate an adequate lead flow so you not only generate the sales needed to become or remain profitable, but you can also develop your base sales and marketing system.
To create or maintain a successful business requires more than just a sale here and there. You’ve got to build it in a way that will reliably generate ongoing sales. You need this dependable stream of sales in order to build the baseline marketing and sales system that you can later scale (strategically accelerate growth).
If you don’t have such a system now, begin creating one and make it Priority #1.
If you need help developing your system, contact me now.