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We all know that a building has to have a strong foundation if it is to survive, so, too, a business.
There are many planks that support a business but there are four corner-posts that bear the most weight?
The four corner-posts are Marketing Mack Hollins Color Rush Jersey , Selling, Production and Financial Control. There are a multitude of other aspects which helps to make a business profitable. For example, customer service, adequate capital Donnel Pumphrey Color Rush Jersey , and location.
But I can guarantee that if a firm is failing in any one of marketing, selling, production or financial control the business will fail.
And that's the chief difference between a small business and a big business. A big business has whole departments to oversee each of those functions and it has people who do nothing else but make decisions (manage).
You must carry out all four functions and manage at the same time.
Marketing
I have been counseling in small business for 30 years and still find people who do not know what marketing is.
At seminars I ask about their marketing and it almost certain one or more participants will say, ?Well Rasul Douglas Color Rush Jersey , we advertise in the local give-away newspaper?. Advertising is not marketing. It's only a tool of marketing.
To use any marketing tool you must know who your target is and you must know what you're selling.
Your customer is not buying a drill. He is buying a hole! I do not know who first said this and it has been around for at least 40 years. It sounds simplistic and hackneyed but it is really a profound observation.
I don't think that girl is really buying a hole. She may be buying independence; the ability to hang pictures, put up curtain rods without having to rely on her male partner. The features and benefits which appeal to her will be different to those which influence a builder.
So if you are hazy on marketing you've got a lot of reading to do to get up to speed.
Selling
We all know what selling is'don't we? Well perhaps not, because most small businesses do it badly?or the owner does it but the staff has not been trained to do it.
?Do you want fries with that?? has been made famous by a well known take-away. We call that up-selling .It was a very successful tactic which increased sales of fries etc. but it is starting to lose its edge.
Several times on recent visits I have been asked whether I wanted fries when I already had fries, or did I want desserts when I already had them. That gives negative vibes. They are not really thinking of helping me. They are just trying to increase sales.
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