By Dave Patten
Bargains suggestion on developing ecocnomic advertising innovations for companies. Covers issues corresponding to ads, promoting, promoting thoughts, product launches, exports, innovation and the Internet.
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Extra resources for How to market your business: a practical guide to advertising, PR, selling, and direct and online marketing
The salesman’s car? ’ Very uplifting for your ego. Most firms will only invest if they can quantify the rewards with a fair degree of accuracy and expectation. Buy a truck today and a look at Glass’s Guide will give you a fair estimate of the trade-in value in three years’ time. Place an ad in a new magazine, and no one can be sure what results will be achieved. Marketing is not an exact science – part of its appeal and challenge – but some of the variables can be eliminated or at least reduced.
10. 11. 12. 13. The eager competitors, anxious for work. The professionals. Their strengths and weaknesses. Any gaps that you can exploit. Costs. Delivery dates and thus a fair idea of the state of their order book. Methods of selling. Quality of staff. Credit terms offered or deposits requested. Inducements to order (sales promotion techniques). Guarantees. Sales literature. Promptness of follow-up. If you don’t follow the exercise through, you won’t, of course, know how they actually perform – a vital part – but this you can find out by scouting out past customers.
This means listening to them, not just telling them, asking what they think and making them feel involved in the venture. Your own motivation is different. You are the boss, perhaps with your name over the shop. If your colleagues are only working for the pay packet at the end of the week, it will be a fairly soulless existence. Paying the proper wage and thanking them for their efforts is often overlooked. Try to avoid always telling them off: catch them doing something right – and tell them so.
How to market your business: a practical guide to advertising, PR, selling, and direct and online marketing by Dave Patten