When I was 23 years old, I convinced a fairly large client to let me write, produce and direct their infomercial.
I built a 60-second masterpiece of direct response. It raised sales by 786%. Despite charging only $400 -- FOUR HUNDRED DOLLARS!! -- I was hooked.
The owner of this company knew a simple truth that most ignore: Marketing is not a cost. It is an investment.
Like I am always saying...
A marketing dollar should always come back with friends.
But from CEOs to sole proprietors (especially sole proprietors), executives simply don't understand the leverage and value of proper lead generation and marketing tools.
See, marketing 'sets up' the sales team perfectly, when done correctly. Sadly, this is not often, based on what I see.
Most smaller businesses hire sales people and this is their marketing program: "There's the door. Go get 'em, tiger!".
Cold calling. Working the rolodex. Selling to your 'book of business'. Relying on references.
How to people stay in business at all?
The answer, if you look at good, long term businesses, is consistent marketing. Lead generators that show up week after week, display ads in every month of the right magazines, robust Google Adwords campaigns, classified ads, radio, etc etc. Constantly. And forever. Those are the companies that can forecast revenue, keep sales people and STAY IN BUSINESS.
Marketing Coaching by Robert 'Fierce' Rutkowski starts as low as $497 per month. See
http://www.fierceselling.com/pages/coaching-check-out.htm
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