Maybe you are lucky enough to have that niche product that everyone needs. Normally, just around the corner, someone’s busy inventing the same thing.  That’s why it’s important to stand back and really think about what you are trying to do. To find that added zest that will make you different from the rest and get customers coming to you again and again.

Marketing is everything you do and say as a business to make money. It’s like any investment, it needs to be carefully thought out and planned.

Game plan

Your end goal is often a good starting point.

What are you in business for?

How much money do you want or need to make? This year. Next year. In five years.

Do you want to sell your business?

Whatever your aim, whatever your company’s size you need to be well organised to go to market. You need to create and demonstrate value to customers, investors and staff.

Stand back

The next step is to evaluate how you are doing now. What’s working, what could work better? Businesses can be at a number of stages. Some are growing too fast and it’s impossible to find time to do things properly. Some are not growing fast enough and desperately need to generate some leads as fast as they can.

What do your customers think about you? How often do you ask them? Do you know what challenges they face and what they will want in the future?  Are your customers recommending you?

Customers can normally be divided into two groups: profitable and non profitable.  It’s often surprising to look at what the figures reveal and how much time you can be spending in the wrong areas.

How about your staff? Your employees say things about your company all the time. Are they saying the right things? Are they passionate about what you do? Are they motivated to bring in more business, regardless of the role they are in.

Are your suppliers giving you the best price? Are your distributors representing you in the right way?
What about your competitors? How well do you know them? Are there things they are missing that you can do differently?

Pulling it all together

Now you know what your customers are thinking and an expanded understanding of their needs, you should have the information you need to create …

New opportunities

What can you do to increase your business with your currrent customers?

Do you need to change or develop your products and services?

Which other markets will be interested in what you are doing?

What other needs can you meet?