It really doesn’t matter how good the products or services you sell are, or how low your prices are. The image and reputation of your suppliers or manufacturers don’t really amount to much when you get right down to it, either. And location? That really doesn’t matter that much, either. You don’t have to be located in a highly visible, high traffic area to be successful.

What really matters – what really counts – what really makes the difference, is how you market your business. That’s it. How you let others know the benefits and advantages they’ll gain from doing business with you, as well as what they’ll lose if they don’t do business with you.

The plain and simple fact is, MARKETING IS THE MOST IMPORTANT ACTIVITY in your business, by far. Everything else in your business can be the greatest. You can have great products, the lowest prices, a wonderful reputation, good name recognition, the best customer service – but if you don’t have anyone to sell to, what good are these things?

On the other hand, if you have a steady stream of qualified prospects seeking you out, wanting to know more about how you operate, and nearly standing in line to do business with you, it’s nearly impossible for you to fail. f you were to list everything you could think of that could contribute to the success of your business, then rank them in order of importance, the number one item on your list would have to be marketing.

“Why should I do business with you, instead of any and all other options I have?” This is a question that goes through each of your prospect’s minds before they choose to do business with you, and through each of your customer’s minds before they return to buy from you again. And, it’s a question you must take the time to formulate an answer to. Without such an answer, you become like every other business who sells the same products or services as you.

It doesn’t matter what product or service is being offered, your customers can go nearly anywhere and find the exact same (or very similar) products or services offered for the same price, or perhaps for even less money than what you charge. Think about yourself, for a minute. Why do you do shop at the same stores or eat at the same restaurants over and over again? Most likely, it’s because they offer you something you can’t get from their competitors. Maybe they’re closer to where you live or work. Or maybe you like the way a particular restaurant prepares a certain meal. Perhaps it’s the environment or the people who work there.

Or maybe you just feel comfortable… almost like you’re at home while you’re in their place of business. It may not be one single thing that influences you, but rather a combination of several factors. Nevertheless, the businesses you continue to frequent give you something special. Something unique. Something you just can’t get anywhere else. It’s that uniqueness that keeps you coming back over and over again.

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Intoduction

Selling, or the process of getting goods and services into the hands of consumers and having them exchange money for those goods and services, is what our whole economy is built on.

The mere “selling” of a product or service to someone, suggests that a job had to be created in order to make, manufacture or produce the thing that was sold. And, in order for that item to be purchased, another job that produced and sold a product or offered a service of some type, had to be in existence in order for the buyer to have the money to exchange for that item.

The process we call “Marketing,” is the bringing together of potential customers (prospects) and certain products or services so a purchasing agreement (sale) can be reached.

Marketing… effective marketing is critical to the success of a business… any business… in fact, your business. With ineffective marketing, your prospects may never find out about the products or services you offer and that they may need, may want, or that could benefit them, and consequentially, a sale may never be made.

Statistics tell us that 80 percent of small businesses will go out of business the first year they’re in business. And of those that remain, 80 percent of them will not be in business five years from now.

Make no mistake…those are alarming statistics!

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