Most small business owners and independent business professionals depend heavily on local market visibility and word-of-mouth referrals. For this, you need a killer professional introduction that, over time, created an impression of who you are, what you do, why you do it and who benefits. With consistent repetition, you will become ‘known’ as the go-to person for the area you specialize it.
In many respects, business is just a big complicated game. Like most games, you have an objective, a desired outcome, a plan, a strategy, team members, competitors, necessary skills and resources to work with. And like many games, when someone wins, the perception is others lose. But unlike the traditional game outcome, a business can be successful without winning every encounter in the marketplace.
Running a business means being responsible for lots of different things. Some of these things you can delegate to others. The one thing you should strive to understand and take control of is your marketing.
Most business owners I work with don’t think about marketing as their key to growth. They think about how good they are at providing their product or service. This is important but only once your customer knows who you are. If they don’t know you, your marketing has to convince them of your talent before your competition does.
One of my goals for clients who want to market their business more successful is to get them to understand marketing. If you are going to be responsible for the one business function that generates revenue, you have to understand how marketing works and what strategy will work best for your company. Having a thorough working knowledge of your marketing strategy can have immediate cost saving benefits. Here's how.
About the Author
Steve provides leadership, management and marketing coaching to business owners, executives and entrepreneurs worldwide. Considered the Catalyst for Change by the California Business Journal, Steve has coached over 400 business professionals to date.