Are you convinced that marketing is a waste of your time and money? Perhaps youre satisfied with the amount of business you currently have, and youve decided to skip the marketing and instead focus your attention on other areas of your business. Well, I always say that marketing your business is not an option; its a necessity. And marketing is much like obtaining a business loan or insurance -- the best time to do it is when you dont need it (or think you dont). But just to satisfy those who believe they dont need to market their businesses, Ive come up with a few actual reasons you wouldnt want to implement marketing strategies. Do You Really Need to Market Your Business? There are times when you dont need to market your business at all. I know that sounds strange coming from a marketing coach, yet its true. I had to think long and hard to come up with five reasons why you dont need to market, but I did it. So, if your business fits any of these instances, perhaps marketing isnt for you but you decide if youll be better or worse off for it. 1. I have all the business I will EVER need Congratulations. You have a truly unique business and are in a very good place. And Id like to take a look into your crystal ball so I can check out next weeks winning Lotto numbers! Just because business is going well today doesnt mean it will always be that way. The only way you can know that you will always have a ready supply of customers is to continue to market your business, even during those down times and especially in good times. Invest in professional signage for your business storefront or vehicle, develop a website for informational purposes, get your logo and letterhead designed to reflect your business image. These are just a few strategies that you can do and forget about. 2. Im closing my business soon Sorry to hear that, but good luck to you. In this day of downsizing and competitive marketplaces, it can be quite a challenge to remain in business. And harder still to close a business that has become a part of your life and your livelihood. But even a business closing could be a good opportunity to market. Go out with a bang by instituting a public relations campaign that lets customers and the business community know how your business has helped improve your industry or community over the years; share whats on the horizon for you; mention how youre helping your employees transition; explain some long-held secrets of your business; advise your customers on how to find a competent replacement for your products or services. All of these things will build a tremendous amount of goodwill and will help you go out with a positive reputation. 3. My business is really a hobby If youre just doing it just for fun, dont even worry about marketing. Perhaps you are retired, a stay at home spouse, or otherwise dont depend on your business as a source of income; in that case, running a business is probably no fun at all. Youd rather focus on doing what you enjoy rather than building a business. Even so, investing in a professionally designed business card, brochure or website would be a great way to ensure you have a steady stream of people interested in what you do and eager to order your products or services. Limiting the number of customers you service is a great way to position your products as exclusive, thereby garnering a higher price per item. 4. I dont have the resources to handle more business If youre not prepared to handle an influx of business as a result of your marketing campaigns, and if you dont want to seek help to fulfill orders and inquiries, its probably best that you not market. Being unprepared for a flood of business can be a devastating customer service and public relations blunder for any business, large or small. But theres no reason to fear marketing. Communicating with potential business partners is a great marketing tactic that can position you for more business down the road. Begin to build a qualified team of professionals who can assist you with production, fulfillment, distribution, sales and customer service, in addition to knowing suppliers who can offer you the best discounts. Theres no need to hire them, instead outsource these functions by bringing them aboard as independent contractors. Network with others in your industry, attend events, develop partnerships and know whom to call on when the orders start pouring in. 5. Everyone needs what I sell so I dont need to market. My customers just come to me This argument works great for companies that sell air, water or sunshine, because after all, those are the only three commodities that EVERYONE really NEEDS. However, if your product is neither of these (and it probably isnt), you should be on the lookout for competition on the horizon. And theyve probably studied your business model well enough to know your weaknesses, which they will certainly capitalize on. Even if you think you have something everyone needs, its only a matter of time until someone else brings your very same product to market. If your customers are buying from you simply because they have to -- and not because they want to -- youre in big trouble. Stay sharp on delivering exceptional quality and service, and by communicating your strengths and your value proposition so that when those competitors do crop up, you will already have a loyal customer base. If youre not meeting your customers needs, theyre going to seek someone who will, or they will create a solution for themselves. Even the most basic marketing strategies can be applied to help enhance, solidify or move your business forward no matter what stage of growth its in. And despite your apprehensions about marketing, you might be surprised to find that youre already doing it like it, or not. |
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