Keep your customers at front of your mind
Janet Oglakci, marketing manager, Business Link, writes about her last seven days in business.
In this present climate of uncertainty most businesses will be looking at ways to improve their cash flow. We know from past experience that in such circumstances marketing and training are usually first in line to be axed.
However, consider the following, which I believe should sit on every desk-top in every business.
The Chartered Institute of Marketing defines marketing as 'the management process responsible for identifying, anticipating and satisfying customer requirements profitably'.
This statement provides a set of headings that you can adopt and individually use to break down and kick-start the thinking process.
Identifying – This is the key to the success of your enterprise. Whether you are a new or existing business, at least once a month you should be looking at the market conditions as part of an ongoing process, asking both new and old customers what they would like from your business.
Anticipating – Every business needs to forward plan. Without background research you could be wasting both money and time in developing the wrong products/services.
Customer requirements – Your products/services should set out to meet the needs of every intended consumer.
Profitable – Every enterprise should aim for a business model that shows a profit at the end of its financial year.
Marketing is more of an art than a science and is a difficult skill to develop.
However, in terms of successful impact on the future commercial effectiveness of the business, marketing is worth cultivating. It can offer improved returns and profitability and a greater understanding of realistic business development opportunities.
Business Link can offer you a factsheet on low-cost marketing techniques.
To request a copy or for help with any aspect of business, from strategy and planning to ways of improving your profitability, get in tough with our Customer Service Team.
Call 0845 600 9 006 or log on to www.businesslink.gov.uk/southeast, your route to free and impartial advice.
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Sunday 12 February 2012
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