We are always being asked to help our partners more and one area is on sales and marketing assistance….

I often find it interesting when talking to many small business partners about their business. These…

All the points you raise are spot on however I would like to add two more which I think are very important and that most SMB consultants neglect.

The first is the fact that whatever marketing you do implement you need to be consistent about. You can’t just send out a single mailer and hope that everyone will come flooding to your door. In my experience you need to have your name upper most in customers minds for that opportunity when they need your services. When is that opportunity ? You are never going to know so the only way to ensure that you at least get a look in is to ensure that when they need your services you pop into their minds.

Secondly, I think you have to accept that you are never going to get everyone. Your marketing has to be aimed at providing you with the greatest opportunity to invoke customers to buy from you. In my experience it is next to impossible to displace an encumbant supplier and no amount of marketing is going to achieve that, however you need to be there when the call from the customer is made. How do you achieve that ? To my way of thinking you need to work hard to ensure you are the NEXT choice for prospects. When the incumbent fails you are the NEXT business they call.

It is my understanding that people need to see you name and services at least 9 ( yes 9 times ) before they even begin to remember it. The key is clearly consistency, so don’t just market when it is raining in your business you need to do it through the sunshine and all year round.