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Assuming People Know Your Business, Equals No Sale

June 9, 2018 335 views

Image of people preparing Marketing materials

Lost Marketing Opportunities and What To Do About It

Marketing is one of the most essential parts of running a successful business. It’s the lifeline of your business and what keeps your cash flow alive.

When you market your business and products and services correctly, you can achieve the lifestyle you want while having the success you dream about.

With poor marketing, you’ll either be driven out of business or end up running a mediocre company that’s probably not worth your time.

Len’s Story

Here’s a story about Len, who thought he didn’t need to market his business. Len loved farming equipment, so he opened his own business out in the country. He sold tractors and equipment, and he had his own service department. Len figured, “We live in a rural area, so I don’t need to market my business. It’s a small town and, after all, everyone knows everyone, and everyone knows everyone’s business”.

One day, Len noticed that one of his customers, Bill, had bought a new top-of-the-line and a rather expensive combine. Len wondered, “Why wouldn’t Bill come to me? Have I offended him?” This got under his skin.

The profit on the combine was huge, and what was worse was that Len might be doing something wrong without realizing it, and all his customers could follow suit. He had to find out what was going on.

Len went over to Bill’s place to congratulate him on the new combine. As the two men looked over the new machine, Len asked Bill, “Have I offended you in any way?”

Bill, with a bewildered look on his face, replied, “Len, of course not. Why do you ask?” Len replied, “Why didn’t you ask me if I could provide the combine?

I might have been able to get you a better deal, and you’d have service here in town.” Bill said, “Len, I had no idea you dealt with such large machinery.” Len replied, “Sure, I do. It’s just not practical to keep one of these in stock. I have catalogs and can get any combine.”

Don’t Assume People Know What You Have to Offer.

Len learned a valuable lesson that he’ll never forget for the rest of his life. You need to market your products and services and don’t assume people know what you have to offer. Len didn’t need to have a combine in stock.

He needed to let people know what products and services he could provide. He could do so by word of mouth. He could spend a few hundred dollars and create a well-designed display for the heavy equipment he deals in and has those displays in areas where everyone could see them. He could have a billboard in front of his showroom. The ideas are endless.

Are you assuming people just know everything about your business? Or worse, people can figure it out on their own? If so, that’s a mistake, because people don’t have the time or the desire to figure out what your business has to offer, they are preoccupied with their own lives.

Marketing Should Be Your Top Priority

Marketing your business must be one of your top priorities. How can you expect the results you want if people don’t know what you have to offer?

Keep your eyes open for opportunities to let people know about your products and services. Make it easy for them to see your offer by using brochures, displays, banners, etc. Make it easy to understand, and highlight your main benefits in a few simple words, so people get it quickly without thinking about it.

Marketing your business is the fuel that keeps revenues coming in, so take some time to work on marketing your business.

That’s The Way I See It!
Acey Gaspard