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What Does Your
Company’s Brand
Say To Prospects?
by
Abigail Tiefenthaler
Second in a
five-part series
T
he first article in this series
spoke to the ways business
owners can prepare for success. For
example, everymorning wemust
take steps to proactively recommit
to our business. Every day we
must do things that work
on
our
business, not just
in
our business.
Every day wemust focus on
moving people along a customer
continuum that gets themone step
closer to saying, “Yes!”
So what happens next?
Most business owners start
selling. Pushing. Convincing.
Educating. Hoping. And praying
for business. It doesn’t matter
what industry you’re in, business
owners notoriously want to go
from concept to selling because
that’s where the action is. It’s
where the money is. And, if
you’re a promotional products
distributor like me, it’s where we
feel successful.
The problem is that when you
skip steps youmiss critical pieces
of the business success puzzle. You
may be able to skip them initially
but trust me, you cannot eliminate
them. Without these essential steps,
chances are your business will fail.
The truth is that getting sales is
easy. Most business owners can
get immediate sales.They can get
transactional business. But building
a thriving and enduring business,
while simple, is not that easy.
What are these missing pieces
to the success puzzle? What are
the steps you can skip, but not
eliminate? The first is marketing.
Marketing is everything. It’s the
people mover of your business.
Take a look at any successful
business and you will find that
they understand and practice
marketing. Good marketing.
Success Starts
With A Strong Brand
26
|
DECEMBER 2016
|
INNOVATE