March 2012 Volume 1-Issue 4
$Profit Power$ Begins!!!
As we enter the third month of the year, TopGun Consulting is pleased to start our new $
series highlighting the 9 key elements every business must address to maximize their profits.
This month's element is Sales and Marketing. Stay tuned for next month's element which is Engineering.
Sales and Marketing
As with all of the 9 elements, every company must address its sales and marketing efforts. They are separate and not the same. Sales is how you go about selling the product. Marketing is what the message will be when the sales person or advertising is done.
Sales efforts are probably the trickiest of all activities that a company undertakes. There may be inside salespersons, outside salespersons, sales representatives or even no effort at all. In each option, there are pluses and minuses that must be considered. The biggest factor is generally how much direct cost there will be to the company by having the sales force work on the company payroll or not. However, when outside reps are used, some control is lost and may cause some agita as to how the sales effort is actually done.
Marketing on the other hand is how the message is portrayed by the sales force. Will the company be the one that sells quality regardless of the price? Will speed of delivery be the image? Or will the company be the low price leader?? Or will it be a brand message such as Apple's? Other marketing decisions will involve the company's logo, colors etc. Just think of Coca-Cola or Budwiser and you get the idea. Millions of dollars are spent in creating these images and are used in all their commercial advertising.
Most companies will generally assign both functions to the same people unless they are very large, in which case the responsibilities will most likely be split. However, both functions are VITAL and must be addressed whether or not the company actually does any sales of marketing. What you say?? No sales or marketing??? It may be that the company has decided not to make an effort in either or both areas. In any event, this must be a decision not an avoidance.
Primary $Profit Power$ Point (you can use today!)
Tell your salespeople (person) that for every minute they talk, they spend two minutes listening.
"Smoke a pipe when you sell. Maybe not literally but listen more than you talk!!!"
Also, please check out the new video "Exhaust Notes" using the link under the picture of my 1967 Chevelle to the right. In it you will see me dicusss how hiring in haste can lead to getting the wrong people in your shop which will require you to get rid of them. The rule "hire slow--fire fast" is discussed with an example of what can happen if it is not followed.
Please feel free to explore my website at www.topgunconsulting.com and see how we can help you improve your efficiency and get you on the road to higher profits and greater success! Check out my blog at: www.topgunconsulting.com/blog/index.cfm
I look forward to talking with you soon at 602-510-5998 or email me at firstname.lastname@example.org
Your Profit Driver