Nowadays, you can read all existing material about marketing, retailing and sales; you can even collect and store those books and videos until they can sink a cruise ship with their weight; but it would be worth nothing if you just leave the most important factor out of the equation.
People are the bases of all interaction. Whether you call it sales, marketing, business, politics, or whatever, all that is, is human interaction. If you miss out on the bases here, you will miss out there for sure.
As with many business’s and services, the generalist can be the dinosaurs of the industry (example SEARS); as we also see the rise of speciality services that offer up an unique customer experience that are very good at one business and then expand that model (i.e. Tim Hortons, Starbucks etc.)
Why do some businesses succeed and others fail, is it vision, the fear of failure, determination? Yes probably all of these but in many cases it’s the overriding need that you are doing it for someone else....yes your family. It could be your son or your daughter, but it is a need to press on and be successful as you don’t want to fail them. You are all they have and your commitment to success needs to be bigger than just you.
On our last article, we’ve been reviewing the real power of direct mail, but in spite of all that information, direct mail should be planned carefully as part of an integrated campaign with their own specific objectives. Responses, leads and conversions should be identified and used as performance indicators for each business for target selection.