How to Maximize Your Marketing Results

Most business owners are very knowledgeable and even specialize in a particular product or service, but marketing. Marketing is usually decided when vendors convince you that their product is the right one for you.

Are you wasting your money?

When you have multiple tactics that are not strategically aligned you may think that your investment is working when actually only one is working well and the rest are a total waste of money.

In today’s fast changing and an ever evolving digital world, you need to rely on some marketing principles to plan your business growth. One of those principles is making sure your marketing tactics actually work together.

Check your marketing efficiency and effectiveness:

  1. Are you using a list of tactics or do you have a sound strategic marketing plan to direct limited resources?
  2. Do you have clear goals for what you are trying to accomplish and can you measure real dollar results?
  3. Do your marketing and sales departments work together strategically and tactically?

Crossroads Consultants is not a marketing provider and therefore is an independent third party when it comes to evaluating and developing strategic marketing, planning and management systems. Developing a group of aligned tactics will work much more effectively and efficiently.

Crossroads Consultants has worked with a number of clients where we saved them money very quickly by decreasing or eliminating low return marketing tactics. We were able to reallocation those resources for tactics that better fit the company’s goals and overall strategies for growth.

Get an independent review

A Marketing Performance Profile is an analysis and recommendation report. Crossroads Consultants provides this report to give you the foundational elements you need for future marketing decisions. With this report you will be able to speed up product and service launches, select better and additional marketing tactics and know when to decrease or eliminate others as well.

A Marketing Performance Profile report determines what you are trying to accomplish and then evaluates each tactic to those goals. It provides a better foundation for a marketing strategy and planning. It looks at each tactic individually and collectively to save you money and see better results.

Contact Crossroads Consultants for a Marketing Performance Profile and to plan a marketing strategy to grow your business.

In order to maximize your marketing results start with a Marketing Performance Profile.

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Impacting People and Profits — the results of your business

Everything that your business does impacts others and the exchange of value that you provide to others results in profit.  So the highest purpose that you can have in business is impacting the lives of people. When you sell your product or service, you are impacting the lives of others and hopefully making a profit in the process.

But you can also have additional effects on people through your business.  The impact your business has on your employees is another way that your business impacts others. When you utilize vendors for your business you are helping to provide for others in that way as well.

But what about your community, how do you help or impact them? Hopefully, your employees are involved in charitable or non-profit work or donating.

There are many different things that can be done from donating blood, to volunteering and helping in a school, or working on a non-profit fundraiser. You, of course, could contribute some of your resources of time, talent, money and products and service if appropriate.

But how else could your business impact the community? What if you developed a collective community involvement program?  What if all of the employees decided on one or two community impact projects with the support of you and the business? How would that be different and would it benefit the business as well?

The benefits of a well-designed collective community involvement program have been known for some time. But sometimes in our busy schedule, we just don’t think about it. Maybe it is time to address this issue and get others on your team involved.

Finding a project or two that a good majority of your people can support and even get excited about will help to build morale and real engagement. With the success of this program, it becomes a point of pride and one more reason for others to join an organization that cares about others. Positive public, as well as employee, relations are always a good thing. But you don’t want this to be a second rate effort on the part of the company. If you decide to put this type of program together, you as the business owner must make a commitment for it to succeed.


The first thing that you can do is to pull together some highly engaged employees and share the idea and brainstorm the possibilities with an honest look at the challenges. You might be surprised what can happen when you get someone excited about doing something for others.

Ask yourself “How does my business impact the lives of others and could we do better?”

Don’t Hold Your Business Back

Your business can only grow to the extent that you grow.

Jerry Rice once said, “The enemy of the Best is the good!” Decide what you need to learn first, and then put everything else second.

  1. What do you need to learn? Take a step back and ask yourself, what skills or knowledge do I need to have to grow into my future? Remember while your specialty or expertise may need to be cutting edge, there are other areas of your life and business that may be required for your development. It is critical to know what areas to set as the priority.
  2. Find the best sources for acquiring that skill or knowledge? There are so many places you can go to for information. But a lot of them are not worth the time and some are just wrong and have bad advice. Ask others that you trust, who they follow, read and listen to or what sources they use to learn from.
  3. Schedule time to learn. You must learn in order to grow. Schedule it! Your future may depend on it.

Be proactive and LEARN!

At the Crossroads,

Stan Broesder

Unlimited Possibilities Limited Resources Require Hard Choices

It isn’t that you are not working hard. It isn’t that you are not smart in your business. But one of the biggest problems in running a business, and I see many in working with business professionals, is that there is a tendency to not focus the limited resources on a select number of opportunities to maximize their potential.

Whether it is time, energy, knowledge, money, technology or any other resource that you have, you must focus those resources effectively to achieve efficiency. Most business professions don’t focus their resources and wonder why they are not getting the results that they expected.

One example of this is marketing. Most business owners “try” some marketing tactic to see if it works. Without focusing that particular tactic with the rest of your marketing AND sales strategies, it will NOT produce the results that are possible. Even if it is considered a success, it will not reach its potential without a proper planned and prepared implementation.

How are you focusing your resources to produce the maximum results possible?


Stan Broesder, MBA is the owner of Crossroads Consultants helping business professionals to become the best at what they do by providing practical solutions to overcoming hidden challenges and reaching solid profitable results and developing management and organizational skills.

Why Your Business May Have Stalled

If you are a small business or micro-businesses (under 10 employees) you may find it nearly impossible to get your business to the next level. It is very common and usually avoidable. After 25 years of helping small business owners and professionals, there is one factor that seems hidden and is often a major reason why business growth stalls.

When there is no more to give

My clients often tell me that they are tired and run hard trying to build their business but real business growth and the potential of their business eludes them. They want to grow but they are also afraid that it may kill them in the process. They are already maxed out.

One problem is they believe that if they don’t do it, it won’t get done, or it won’t get done correctly. How effectively they are able to delegate shows itself in how many employees they have. That is why there are so many businesses that have less than ten employees.

Delegating is not enough

Balancing growth and profitability is extremely hard and being an expert in a technical or specific industry skill set is not enough. You have to learn the skills of management if you are going to grow. Your ability to manage employees starts to max out at eight to ten employees.

If you have hired an employee you understand the need to delegate work. The question is how well do you understand their abilities? Can you effectively communicate your needs and train that person to be able to meet those needs to achieve your goals? Add to that your ability to control and hold others accountable for results. A “dozen” employees can become much more difficult to manage.

So what is the solution? The most critical and precious resource is your time. Learn how to get more done in less time. You must balance the risk of someone else not doing a job quite as well as you can, with the increase in overall production by others. Think of a competitor that is five times bigger than you are, how do they manage it all with the same 24 hours a day that you have?

Management skills are critical

Start with managing yourself. If you are the kind of person who is always running late to meetings, making late payments with late fees, always short on cash, never enough prospects or customers while struggling to put out a good quality product or service, re-evaluate your management skills. Without applying good management skills to yourself, you will have a challenge managing others.

When other people are depending on you for their financial future, you have to take management seriously. You must learn and have the discipline to organize, prioritize and plan what is most important to the business. You have to be able to help others to get the results you need without doing it yourself.

Letting go to grow

Second, develop your people to take over some of the tasks that you are doing. You are NOT an expert in all facets of your business. That is why we hire accountants, marketing specialists, etc. Developing or finding competent people is one key to growth.

However, you must be able to effectively manage those that you hire. This ability to hold others accountable and get results is critical. The better you are at managing, the more people you can manage.  At some point you will need to hire a person to supervise others. A supervisor should be able to direct others and get the production you need without you.

Are you willing to change and grow first?

You must develop your management skills so that you can delegate activities that you are currently doing. You will never grow and reach your potential beyond where you are if you don’t. Business growth depends on effectively managing others who can do for you, what you do, so that you can invest your time doing more important things.

Developing your management skills is not easy. Business professionals often don’t see management as a skill set. Learning to organize, plan, control and execute effectively and efficiently are all a part of management. You actually may be the reason for your own stalled growth.

Develop your skills and confidence in the area of management and then you can take your business to the next level.

Crossroads Consultants specializes in developing skills in management and business planning. My clients seek to grow their business profits and their freedom. With the proper planning and management systems we can make that happen. I help my client so see what they don’t know, to know what they can’t see, and therefore act differently and more effectively. By improving your skills in organizing, planning, executing and controlling you can go places you haven’t even dreamed of.

Two Natural Laws That Will Make or Break Your Business and Life

Do you want to solve some tough problems or make some serious changes but don’t know how? Consider how you relate to these two laws of nature.

There are natural laws that if you violate them the consequences can be deadly. But, you can overcome some natural laws, by applying other laws, such as the aerodynamics of an airplane or a parachute that allows you to land safely on the ground countering the effects of deadly gravity.

But what about business and life, what natural laws can you apply or overcome that will enable you to be successful?  Last week I did a Tele-seminar Preview on ten “Principles of Achievement” and applying those principles with the “Plan Your MAP” program. You can listen to the Tele-seminar here.

There are two laws that go hand in hand and you can use them to give you tremendous leverage on reaching your goals. If you neglect these two laws, you will find that life will be much more challenging. The better you are at utilizing these two laws, the more successful you will be.

First is the law of “Focus of Control.” Think of this like a continuum where you have complete 100% control on the right end of the line and absolutely no control is on the left end of the line. Now think with me about what you definitely can NOT control in your life or business. Usually such things like the weather and time are mentioned. While on the other end is what you can 100% control? Think about it, the only thing that you can really control is yourself, your decisions and actions.

In between these two points is the area of influence. Some things we will have more influence over than other things. While we cannot control people, we have more influence over our own children than we do over a stranger in public.

How this affects you and your business is that you need to continually and effectively evaluate how much control do you have in any given situation, project, client account, or goal. With that knowledge you then have to think about how you can influence those things that you cannot control.

The problem comes in life and business is when we try to control or strongly influence things beyond what is realistic and we get frustrated and upset. Or, we look at the situation and say “there is nothing that I can do…” and fail to try to overcome the particular situation, when in fact there are things we can do.

Many times we allow our attitudes and beliefs about what we can and cannot do to affect our efforts. That is why the saying “Whether you believe that you can or you can’t, you’re right,” comes from.

The second natural law is “The Law of Cause and Effect.” Quite simply this is the law reflected in the saying, “you reap what you sow.” If you plant corn, don’t expect wheat, and it is as simple as that.

What is the result or “effect” that you want? The Effect in this case is a dependent. It is the result of something, namely the cause. So first think about what affect that you want, and then think about what could cause that effect to take place.

This is a great way to think about planning. Decide where you want to go and then what will cause you to get there. Almost everyone that I talk to agrees with the concept, at least IN PRINCIPLE, but not in practice. If you really believe in cause and effect, and they want more sales, than what is the cause that drives more sales?

When you flip this around to solving a problem, it can be more challenging. You have an effect that you don’t want now you need to find out what is the cause of the problem (the result or effect of a cause). A systemic problem is one of the hardest to solve because the cause is many times separated by time and space.

Understanding the cause, whether it is for what you want or don’t want is the biggest challenge. But we make it worse when we attack the symptom (which is the effect, like a fever) that appears to be the problem. Unfortunately when we do this the real problem is not resolved and we are constantly working to change the effect of the problem.

So now put these two laws together and you get a life of taking control of those areas that you can control with a cause and effect mindset. Or you get a person who doesn’t accept that they have control or at the least strong influence in many areas of life and decides that the cause and effect law doesn’t work and therefore they literally will take their chances. They live by chance, luck and if anything good happens, it often appears by accident.

So, if you believe in Focus of Control, and the Law of Cause and Effect…. What does your planning look like? Does it look like you believe in controlling your destiny or are winging it and hoping for the best? Do you have solid goals, and a strategic plan or goals in your head and a hope-so-strategy for life and business?



Crossroads Consultants specializes in helping business professionals and owners to create the life that they want through developing skills in management (including planning, organizing, executing and controlling) applied to the core elements like strategy and systems development. I support my clients on their journey and not on an event. I walk along with my clients because like everyone else I too am on the journey and so excited to be able to share my knowledge, experiences and skills that I have, and enjoy learning from each client and project along the way.

Is Your Business Losing Money And You Don’t Even Know It?

Just like people who are sick with a terminal disease and don’t even know it, so also business can be running backwards and not know it. Usually this scenario is blamed on the market, new competition, and poor capitalization of the business and a whole host of other reasons. But the reality is someone is not paying attention to some very important details.

Three losses that you may not even realize your business is experiencing:

  1. If your business is not adjusting the price for different circumstances, you could be losing money. Too many times a sale is discounted when it doesn’t need to be in order to make a sale, it’s just easier for the sales person. Also when an order is expedited, or special orders are agreed to without considering the cost of those changes. The sale itself can cause a business to lose money because those who are agreeing to the sale don’t know or care about the real costs.

 

  1. Some companies are losing money on future sales because of poor quality products or service. As an example, how many restaurants have served you poor quality food or delivered terrible service and you have not been back. This cost doesn’t really show up on the spreadsheets but the cost is real. Instead, many businesses blame the economy or something else.

 

  1. Every business has the same problem of limited resources. It is the nature of business and life. The difference between successful businesses and unsuccessful businesses is how they allocate those resources. The better decisions you make the better the return on that investment. When you pay more for capital than you should, or hire people who are not engaged in your business, or go for a cheaper vendor and therefore quality suffers, you could be making some very costly choices.

 

The point is that there are many ways to lose money and eventually the business that don’t fit on a nice profit and loss statement. You must be looking beyond what is visible to be able to make better decisions. At times getting different perspectives on your business from outside sources is like using a second mirror to see the back of your head like at a barber shop.

Don’t allow an ailing business go very long without a serious check up from a specialist in business, not just someone who specializes in finance, marketing, accounting or one of the other disciplines of business. There are not many who are truly business specialists. Just because someone ran one business well, doesn’t mean they understand the principles of business that are impacting your business.

Stan Broesder, MBA is the owner of Crossroads Consultants and specializes in helping business professionals to improve the skills, strategies and systems needed to increase profitability, reduce stress and grow a business. For information on creating a smooth running, high performance, profitable and growing business email Stan directly at: Stan@MyCrossroadsConsultants.com