January 20, 2013

Systematize your Business Growth

When I speak with clients about the Core Four marketing steps that every business should undertake when looking for growth, part of my job is to help them understand that making marketing part of their business systems is vital to make their business a going concern.

Crafting a Unique Selling Proposition (USP), integrating that USP into all your marketing activities, setting up processes for customer relationship management (CRM), and establishing processes for joint ventures and alliances all contribute to making a marketing system that is repeatable, measurable, and effective.

If you do not have systems in place in your business, you are at risk. Here’s why. If your sales processes depend upon the knowledge of the business owner or the top sales person, you need those individuals in order to make a sale. Customers may buy because they like you, or because you have a business relationship with them. But if those people are not available, no sale can be made. By writing down the USP and ensuring it is communicated during every customer contact, you take the sales process out of the head of the business owner and the top sales person and make it into a system that anyone can use. Instead of having created a job for himself, the business owner now has created a business that can operate without him. Instead of worrying that your business could fail if the top salesperson left the company, you can rely on your sales process to ensure all sales staff can replicate that success. Your business cannot grow into an independent entity if it continually depends on one or two people to keep it running.

Systems allow the business owner to work ON the business instead of IN the business. That is working smarter, not harder. Put marketing systems in place to continually fill your pipeline with prospects, active customers and sales. With such systems, you can truly see exponential growth.

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