Hoping for big growth in sales this year. But it has to be more than a wish and a hope. Know we should do more pipeline management. Any suggestions on how to make this year successful?
Thoughts of the Day: Think of buckets of activity, tipping from one stage into the next. Define your pipeline, starting with a universe of opportunities. Build a standard profile for each stage of the pipeline. And then do the numbers and track activity.
Trade show last week was a total disappointment. More than the cost to register and have a booth, it cost time, travel expenses, and there is no chance we’ll make our money back. How can I avoid making this mistake again?
Thoughts of the Day: Smart marketers are always working to insure a payoff many times greater than the expense incurred. Do your homework before signing up. Once committed, use every resource available to maximize impact. Compare payoffs annually to better plan the upcoming year’s commitments.
Our industry is going through a tremendous amount of change. We have to get ahead of the curve or we risk being left behind in a declining business. We need to figure out how to present ourselves in the best light to create opportunity in the future. What should we say about our future when we talk to potential and existing clients? What will result in a thriving, profitable business?
THOUGHTS OF THE DAY: Build a business that’s worth having in the future. Talk to successful, thriving customers about where they’re going and what they’ll need. Create a voice that mirrors your most profitable, forward-thinking customers and prospects.
We see marketing as necessary, we just don’t budget for it. And we don’t have a plan, no clue how to build one. We try stuff and hope it works. How much should we spend on marketing? How many things should we be trying? How do we figure out what to invest in for the future?
THOUGHTS OF THE DAY: Marketing is complex and most owners lack a comprehensive approach. Taking wild guesses is a popular approach, but not the best way to proceed. Improve your chances of getting what you want by defining where it is you want to go. Test, test, test, then commit.
We add one client and then we lose one. There’s no real growth in maintenance work. We have never done a campaign push to grow the maintenance side of our business. Should we focus there? And if so, how do we do it?
Thoughts of the Day: Consider the effort that goes into getting new customers. Make sure that the business lines you’re growing have long term value. Teach your employees about how valuable repeat customers are to the business, what that means to the company’s well-being long term, and what they can do to help.