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Posted by in Robert Craven Marketing Expert

Why Small Businesses Both Hate and Love What I Am Saying

Why Small Businesses Both Hate and Love What I Am Saying

It seems that my ‘Beating The Credit Crunch’ book and ‘ology’ is like marmite. People love it or hate it. The messages are pretty straightforward. You shouldn’t even think about increasing sales until you have done the following: Put up your prices if you can Compete on everything but price Screw your suppliers’ feet to the ground on price ‘Fix’ the under-performing staff, suppliers, customers and products, or sack them Pay money 10 days slower; collect money 10 days faster. There is a bunch of people who seem to miss the whole point. They describe me as callous, insensitive, cruel, mercenary, short-sighted, and selfish. I will list the top few grumbles: “Put prices up in a recession?” “All your customers will go to the competition” “You can’t go around sacking people yet expect the rest to remain loyal.” “It is dumb to expect to be able to screw suppliers’ feet to the ground yet not get screwed yourself” “It is dumb to expect to be able to get paid...

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Posted by in Robert Craven Marketing Expert

What’s The Problem with Marketing?

What’s The Problem with Marketing?

For many of us the problem with marketing is that it just doesn’t seem to be working as well as it could. Typically our clients say things like: ‘We don’t have a clear view of the future…’ ‘Our pricing is easily matched/bettered by our competitors who seem to surpass and outflank us…’ ‘Too much time and money is spent on sales promotion and we don’t know how effective it is…’ ‘Our so-called ‘innovative’ projects often don’t look much different from those of our competitors…’ ‘A lot is being given away…’ What Is To Be Done? Throw away the textbooks. Dig deep to understand why people should bother to buy from you. If you are the same as the competition then there is no reason why they should buy from you… So what makes you different from the rest? Talk to your customers a. What do they love about you? b .What do they hate? c. What do you need to get more business? Don’t tolerate contented or satisfied customers...

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