The 1st Step to Growing Sales is Acknowledging You Can’t Do It All
About a year ago, we began consulting with Jim, who came to us for help with growing sales. He runs a small, family-owned manufacturing firm in the Dayton area.
Like many niche manufacturers, Jim’s company makes a trusted product. He has a talented and loyal staff. He’s perfected and streamlined his manufacturing processes. His product is the better, higher-quality solution.
But, when he came to us, Jim had a problem. His sales were stagnant.
Jim had no marketing manager, because he’d never needed one before. The traditional advertising approach that had served his company so well in the past was no longer yielding positive results. He had no data analytics to show him who and where new customers might be, or how he might reach them.
His sales collateral and brand image were dated. His business’s website was over 15 years old and barely limping along. The company wasn’t showing up in a single web search. For all intents and purposes, Jim’s firm was practically invisible.
It was a challenging situation for us to walk into.
Back then, Jim had reached the same crossroad you may find yourself at now. And, when he got there, he admitted to himself that he couldn’t do it all on his own.
Jim knew he needed a partner who would listen to him, who would learn his business needs, understand his customers’ evolving language and help him bridge the visibility gap.
He turned to us. And, together, we turned the tide.
If you’re reading this, you’re probably asking the same questions Jim was asking himself. That’s okay. We’re here to help you. The fact is, in today’s fractured marketing environment, there’s no single action you can take to unjam your company’s sales pipeline. It’s a multi-step process that requires a sustained approach.
But it’s one we know well. We call it the 8 Steps for Growing Sales. Over this series of blogs, we’ll walk you through it.
Let’s start at the very beginning.
Step 1 for growing sales: Acknowledge you can’t do it all by yourself.
They say that the first step to recovery is acknowledging you have a problem, right? You clicked on this blog, so you’ve already taken that first step.
One of the most common pitfalls for start-ups, entrepreneurs and business owners is having almost too much faith in the goods or services they provide. That’s understandable; great ideas are great ideas. You’d think they’re so good, they could sell themselves.
Just one problem: they don’t.
First, you made the necessary investments, hired your staff, paid someone to develop a preliminary website (your digital shingle) and you started producing. But customers didn’t exactly line up around the block.
Then you ordered business cards. You made calls and spent time networking. You went to manufacturing and trade shows. And you wrote the occasional social media post, or blog for your company’s website, when you had the time.
But you don’t often have the time, do you? That’s because…
You probably have too much on your plate already.
Most of the time, you’re supervising your staff, ensuring the quality of your product or service, making sure supplies are ordered and delivered on time, keeping track of inventory, worrying about your data security, hawking the dock to keep shipments on schedule, approving payroll, reconciling accounts, and trying to stay on top of invoicing, too.
Or, you’re pouring over reports from the people who supervise those aspects of your business. Occasionally, you eat, sleep and maybe, once in a while, you spend some time with your family.
Goodness. Who has time to be a full-time marketer on top of all that?
So, we come back to that same problem: customers aren’t finding you. You can’t afford to hire an in-house marketing team to go find them. Growing your sales will require a lot of nurture, but don’t have the time or the expertise to do it yourself.
You need cost-effective marketing options.
What are your options for growing sales?
As Jim learned, placing marketing on the back burner can be operationally expedient in the short-term, but really costly in the long-run, because business visibility is a key to business sustainability.
All right, so…now what? What even constitutes a “strategic” marketing approach these days? Maybe you’ve already taken that critical first step: you’ve acknowledged that you can’t do it all. If so, then it’s time to call for backup.
There are a plethora of agencies out there pitching you a dizzying array of tactics: digital marketing, mobile marketing, social media marketing, SEO, direct response, traditional marketing, AI-augmented marketing, etc. And they’re each telling you that they have The Answer.
We don’t claim to know The Answer. For that matter, we don’t believe there is just one for growing sales. Different businesses require different approaches, and every tactic has its strengths and its weaknesses.
Rather, our job is to help you develop that tailored, unique blend that your customers will want to consume. As we demonstrated for Jim, even a small initial investment in properly targeted efforts can demonstrate ROI right away.
We’ll never dictate a marketing plan to you.
Instead, we’ll sit down with you, faithfully listen and ask thoughtful questions to distill out your business needs.
Then, we’ll work with you to develop a strategic, integrated marketing plan that’ll put you in front of the right customers, with the right offer, at the right time.
That’s what B63 Line is all about. We drive marketing. We move people.
Check back soon for the second step to Growing Sales. In the meantime, we have some more helpful information for you to consider as you begin your marketing journey.
Click here to download our free eBook, Should You Outsource Content Marketing, Develop In-House, or Both?
In it, you’ll find answers that will help you decide whether you should handle your marketing revamp on your own, or seek advice from an expert, Dayton area marketing partner.