Category Archives: Strategy

Why PR & Press Releases Are Important

Some people call public relations (PR) and press releases free advertising. That’s only true in a limited sense. It takes time, skill and money to write articles and releases, interview the press and media, and make public appearances. There are many reasons why PR and specifically press releases are popular and in many cases essential. Continue Reading...

Protecting Your Margins Must be a Priority

Protecting your margins should be one of the business’ highest priorities. Diligent cost controls combined with smart moves to gain market share are mandatory management activities. Lower margins leave less room for error. Here are some things that can be done to shore up the margins and cash flow. Product Differentiation. Make your product different Continue Reading...

Importance of Product Positioning

These are not the times for products everyone likes a little. Today’s customers are much tougher to attract and keep than just a decade ago. Everyone is skeptical. And why not? Every 20 minutes on television and even more frequently on the web you hear unsubstantiated claims of superiority about different services, brands of cars, Continue Reading...

Prospects Know Your Competition – So Should You

Your prospective customers probably know all about your competition and they expect you to be prepared to tell them why you’re better. So… in order to take business away from your competitors, you have to know their strengths and weaknesses. Keep separate files on each competitor. If any of your competitors are publicly held, send Continue Reading...

Most Critical Part of a Sales & Marketing Plan

Recently someone asked me what was the most critical piece of the sales and marketing plan. In other words what matters most? Advertising? Quality products? Good service? Prompt delivery? Plenty of cash? All these matter of course, but I wouldn’t choose any of them as most critical. I was tempted to answer “a great product” Continue Reading...

Do Businesses Need Mission Statements?

Mission statements are grand proclamations not typically found in sales and marketing plans. However, most everyone believes that a mission statement is important and necessary. So, here’s my take on such things… I’ve never found a universally accepted definition of what a mission statement should be or even its purpose. Some think it should paint Continue Reading...

Sales & Marketing & Sales Cycle

Most business owners do understand the cash implications of too much overhead, excess inventory or not collecting thier receivables. But when it comes to marketing, many business owners seem to forget about making cash and think, instead, about spending it. They think about brochures, ads, logos, image, slogans, look, positioning, and creativity. Their only concern Continue Reading...

Competition Comes in Many Forms

Your competitive universe includes more than just your direct competitors. Customers, suppliers, and potential new competitors (outside your industry) also affect your strategic position and competitive stance. Don’t restrict your thinking and planning to only dodging and countering new moves by your direct competitors. Staying and succeeding in business these days not only means dealing Continue Reading...