14 STEPS, THREE-FIVE PAGES EACH

Marketing is the only activity that improves your top line: the one in your Profit & Loss Statement that tells you what your sales revenues are. That’s just what Marketing for Smarties, 14 Steps to Sustained Growth is intended to do: integrate marketing and sales with your daily business activities so that you regularly increase your sales and grow your business.

Marketing for Smarties Workbook leads you through a series of steps that enable you to acquire a marketing and sales business process. There are three major components:

I. Strategic Planning
Taking stock of the company’s past and present, pinpointing positioning (the ground your company stands on, and creating the right message that permeates all your marketing communications

II. Getting Logistics in Place
Determining the resources you need to support your marketing plan at launch time. You don’t want to go through months of planning only to find at the launch that you lack, for example, promotional materials, the right computer software, lists, or support from a staff or family member, a part-time assistant, an intern or volunteer.

III. Building Relationships through Database Marketing

Creating the critical mass of leads necessary to turn prospects into customers is central to the process. You do that by picking a few activities that are right for your business. Possibilities could include advertising, telemarketing, networking, alliances, key account selling, publicity, internet marketing, or others.

Whichever options you select, with the help of your database (usually a contact management system), you’ll learn to initiate contacts, sustain relationships, and build a sales pipeline.

Organizing and living with the process integrates marketing and sales into your everyday business life so that you are always creating new business opportunities.

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