Three Big Marketing Mistakes that Business Owners Make and How to Fix Them Before You Lose More Money

Starting with tactics and not prospects

If your prospects do not use Facebook then investing in Facebook is a waste of time and money. In order to get the best return on your marketing dollars, you need to know your target market so well that you know which marketing tactics will work best to reach them. So many business owners who are making strategic marketing decisions do not have a clear profile of who their ideal client is and how to best connect with them.

Selecting a tactic without a plan

Just because you have a great ideal client profile and have selected a marketing tactic to reach those prospects doesn’t mean your “campaign” will work without a well thought out plan. You need to think broader and deeper beyond the tactic if you want your marketing to provide you with the best return on your resources. Marketing providers don’t really help you beyond the tactic they sell.

Staying with a tactic without numbers

This is a real problem with most business owners. They have several tactics that they are using and they are getting enough business to keep them busy. The problem is that they really don’t know what is working and what is costing them money. Even if you ask your marketing provider to provide you some results, often the numbers that they provide do not translate into meaningful numbers that relate to your business.

Steps to fix these three mistakes

  1. Create an Ideal Client Profile

Clearly, define who your target market is and then further clarify who is your ideal client. This is not a simple process and has taken even professions some time to figure out.

  1. Create a plan that goes beyond tactics

A real plan for your marketing takes into account how you will build the relationship, how you actually close a sale and how you service your clients. Then you can return to the tactical side of marketing.

  1. Select the right marketing provider

When you have an “Ideal Client Profile” it should tell you how would be some of the best ways for you to connect with them. This will direct you to check out various tactics closely associated with your ideal client. Then you can start to narrow your actual tactical marketing providers.

  1. Determine your numbers

Before you finalize your choice of marketing tactics providers, make sure your provider can provide you with results information that works for you. Are the results you’re getting fit your plans and what you want to accomplish?  If it isn’t then you need to reassess your plan, tactics and marketing provider.

If you would like any help in planning or managing your marketing or to grow your business please call me at Crossroads Consultants, 980-241-0189 or email me, Stan@MyCrossroadsConsultants.com.

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Don’t Blame the Sales Team for Poor Marketing

There is a big difference between marketing and sales. If you confuse these two areas in your business you can be creating problems that you don’t want and might not even know you have.

Marketing involves everything that brings attention to your business, public relations, advertising, promotions, pricing, store layout, and location, etc., up to the point of personal contact.  The sales area is personal. Anytime a prospect or customer has a personal interaction with another person in your business, they have stepped into the sales department. In a broad sense, your installers, technicians, receptionist and customer service personnel all work in the sales department.

I know that Amazon doesn’t have salespeople per se and they still make sales, I get it. But they don’t have a very big sales department. Most of their sales come through their marketing. So an email from the company is marketing. If a personal email comes from a person in the company then we have crossed over into sales, because now you are starting to develop a personal relationship with the prospect and a person in the company.

When the marketing department and the sales department do not work together like a hand and glove you will be inefficient, less effective and it will cost you money. The key is to work together as a team. Sales need to utilize marketing to their advantage and marketing needs to communicate with the sales team what they are trying to do. Any conflict needs to be resolved so that everyone can benefit.

Make sure both departments are accountable for their own goals as well as working together. Be very careful when one department starts to point fingers at the other. Marketing and branding help to build the impression of a company, but the sales team helps to build the relationships and personal customer relationships.

If you want to know more about how to build a sales and marketing team while setting the accountability standards, I would love to have that conversation. Stan@MyCrossroadsConsultants.com

Marketing Can Be SO Frustrating!

You want to generate more qualified leads. You want a better return on your marketing. You don’t want to learn all of the different marketing strategies and tactics to grow your business. You don’t want to manage all of the different marketing providers or research who are making you money and who isn’t.

There is a reason that we hire mechanics, accountants, computer repair people and even landscaping or lawn mowing services to do some work. We don’t want to do it. We don’t want to learn how to do it. We want someone with the skills, abilities, and knowledge to do it for us.

You don’t have to learn “marketing”

Who wants to learn all the marketing strategies and tactics and how to do them? Now you don’t have to. Now you can hire a provisional Marketing Director, just like you hire an accountant that comes into your business every so often to do what needs to be done.  You get full access to the knowledge, skills, and abilities of an expert without paying the full-time cost of another employee.

What would a Marketing Director do?

If you were to hire a full-time Marketing Director (just go with me on this), what would their activities look like for the first week or maybe two? They would review all of your goals and objectives. They would review all that you offer and what strategies and tactics you currently are using and what you have used. They would want to understand your target market and what your ideal client would look like.

After some time the new Marketing Director would design the strategies and tactics that will enable the company to reach their goals. They would create a plan for the next year and then implement that plan. They would connect with all of the existing marketing vendors and support staff. They would apply the plan to the budget and make vendor adjustments. Then they would make sure that they could measure the activities and results and make adjustments to reach the goals.

What is a provisional Marketing Director?

A provisional marketing director can do all of the same things, but for small businesses that cannot afford a full-time person, they work to the level that is needed to get the job done. This saves you money, frees up quite a bit of your time and since they have the skills and abilities that you don’t, your return on marketing dollar should go up with your sales and business growth.

As an independent consultant (no conflicts or strings attached to any vendor) Crossroads Consultants can tell you what strategies and tactics will work for you, your business and especially your budget. If you want to know more about the provisional marketing director program, call Stan at Crossroads Consultants 980-241-0189, or email at Stan@MyCrossroadsConsultants.com.  Get rid of the frustration and grow your business.

 

How is A Good Business Consultant Like Your Top Sales Person? — They make you more money than they cost.

A good business consultant is like your top sales person in that they don’t cost you any money, they make you money.

Sales people bring in more money than you pay them or you wouldn’t do it. But your best or top sales person tends to bring more than just income to the company. They also bring repeat business, they develop relationships and they give you feedback on products, quality and what is going on in the marketplace.

What follows isn’t blatant marketing, it is just good advice, and I can prove it.

If your business doesn’t need improvement than the task or opportunities for a Business Consultant are short lived, like a summer camp room inspection when it is done right, it is quick. When a consultant really doesn’t have much to do, as you may think, the cost is low and you get the reassurance that you were right.

A good business consultant will provide you with direction and how to grow your business. They will help you to work ON your business while you work IN your business. They will help you to discover, define and solve problems and not just symptoms.

A good business consultant will help you to build a higher performing work force. By looking at and improve your communications and accountability systems. Improving motivation as well as efficiencies can go a long way to helping morale and performance. And a good business consultant helps you to have a higher performing workforce that will reduce your stress and give you more freedom to choose how to use your time and money.

A good business consultant can help you to better understand the customer experience and how to help your customers to come back time after time. In the process, your customers may also buy more from you and buy more often. Relationships with your customers should be built beyond just with the sales person. A good business consultant can help you to see the world through your customers’ eyes better as a third party.

When a good business consultant who works in any area of marketing or sales will have a definite impact on your sales income. A good business consultant improves your position in the marketplace which brings in better and repeat business.

A good business consultant is not trying to sell you some product like a website or software or training programs. A good business consultant is an independent third party who allows you to see your business differently. Will challenge you to raise the bar just a little more and to achieve more than you thought you could have done before. A good business consultant will help to develop you as a manager/leader as well as your business.

The one thing that a good business consultant does that most sales personnel don’t is to save you money. That is what they do, they look for better efficiencies and effective use of resources so that every dollar they save goes straight to the bottom line.

Think about that management position that you really want to but haven’t filled yet, but wish you could. Maybe someone is doing the job, kind of. You can’t afford to pay an $80,000.00 salary but you really need someone to relieve the pressure from you. Outsource what you need to be done to a good business consultant. Pay them a fraction of what you would normally pay. You get their expertise and help in managing your business. It is like skimming the cream off of the top. You get the best information and support, without paying the high dollar.

So a good business consultant like top sales professionals won’t cost you money, they make you money. Give me a chance to prove it to you! I don’t want to waste your time or mine. Before I take on any client I must be confident and the client must be confident that I can make them or save them money or solve a value problem for them.

If you want and need to see some change take place in your business, call me at Crossroads Consultants 980-241-0189 / Stan@MyCrossroadsConsultants.com

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.

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.

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