Insight #11: “When In Command…Take Charge!”

At MYM On-Demand, we constantly talk about systematizing your marketing functions. But for some companies, this is a tough concept to embrace, even after they’ve attended our virtual workshop or worked with us in a one-on-one consulting relationship. Usually, the failure to coordinate a systematic, consistent marketing effort stems from a leader who won’t lead and who is always reacting to marketing situations. If you’re the owner or head marketer of your company, take this quick test to see if you need to step up and take charge.

1. Cramming, Shortcuts, & Band Aids: Do you put off marketing until business gets really slow; then you try to cram your “sales funnel” full of prospects overnight? Marketing is like farming. You must consistently cultivate prospects and harvest the ones that are ready (but not until they are ready). Don’t wait until autumn to plant, water, and harvest within a week’s time.

2. No Consistency: Does your marketing message reflect whatever you happen to think of on a given day? Or does it consistently reinforce a central theme that, over time, solidifies your selling advantages in your prospects’ minds? All of your efforts - from your business cards to your advertising to your sales pitches - should communicate the same consistent message.

3. Spending More Time Inventing Than Executing: Eventually, you have to shut up and execute. We’ve seen a perfectly good sales letter revised nine times over the course of four weeks before it was ever sent out to a single prospect. Don’t detail everything to death before you even start. Test concepts then tweak them based on results.

4. Leaving Crucial Decisions To Individual Employees: You must standardize the way your employees handle certain sales situations. Let’s say your business uses the yellow pages to generate leads. If you leave it up to the person taking the calls to decide what to say when a prospect calls in, you can be flat out guaranteed that you’re losing business. And, it’s your fault! You must insist that your employees systematically handle certain situations the same way every time (the perfect way you have pre-determined and scripted) as a condition of their employment.

5. Leaving Advertising Decisions To Ad Salespeople: Realize two things about ad salespeople: a) they couldn’t sell their way out of a paper bag and b) they are utterly uninterested in your results. Why would you let someone who can’t even sell your product or service to one person try to sell it to everyone (through ads)? As a business owner, you must have the guts and the confidence to tell the ad salespeople exactly how you want your ads to appear. If you leave the decisions to the salesperson, then you can be sure that your ad will be boring, non-specific, non-appealing, non-compelling, and yawnably unbelievable.

6. Always Doing The Same Thing, Even If It Doesn’t Work: We talk to business owners all the time who run the same ads over and over in the same publications even though they don’t produce any results. Usually they say that they like their name out in front of the public. If this describes you, realize there are tons of ways to make your advertising make money in the short run. Take charge and innovate your marketing.

If any one of the six scenarios describes your business, then you’ve got some work to do. The most important thing for you to realize is that you are in charge and success depends upon you. Create a marketing plan that systematizes everyday functions, so you don’t have to keep making the same decisions over and over again. To find out how to put a sales and marketing system into place for your business, take the MYM On-Demand Business Challenge. See our link below.

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