Now where
is that sales tap?
If only sales was as easy as turning on the tap, and out came customers and
sales, on demand.
Some businesses know about the sales pipe line or channel and perhaps take it
too literally. In that there is a valve or tap in this pipe that can be turned
on and off, due to circumstances. It’s true that the “pipe line”
can be regulated, but not turned on and off at will. We come across businesses
that treat the pipeline in this stop start manner, trying something different
for a very short period. Not measuring, reviewing and amending. In every case
they are not successful.
Marketing is the process for getting sales. Marketing isn’t a choice,
it’s essential. Certainly the amount of time and money in your budget
can vary, but you must keep at it, in the good times, and slack times.
The process of winning customers and increasing sales should be in place for
obtaining suspects and moving them through to become prospects and to customers,
in this sales pipeline. This should be constantly measured, reviewed and refined
to understand the most effective procedures. And as we have mentioned before,
there should be a number of different methods. The numbers of suspects to prospects
to customers should be constantly known (and the amounts needed for the business),
so that you have the best chance of avoiding slow and low sales periods.
In these new and somewhat uncertain economic times businesses will be considering
their marketing budgets more than usual. Too many businesses will look to totally
cut, rather than measure, review, and amend. Look at your marketing procedures
and tools, at their effectiveness and return on the activity. Consider other
approaches and test new methods. If the procedure is not delivering the desired
results, ask why, but don’t necessarily just stop.
It will be the businesses that carry on marketing that will survive and grow.
As previously mentioned marketing is not a choice and has to be carried on,
albeit in maybe a revised way.
If you need to discuss your sales and marketing then please contact us.
The Business Marketing Company Ltd Tel: 01296 715288
E
mail The Business Marketing Company