The argument between marketing and sales costs small companies more than any competitor. This series is about the relationship between them, and about the customer you should actually be selling to.
Is marketing more important than sales? The question itself is the problem
Small companies pick one and neglect the other, then blame both. The exact difference between them, and how to make them work together instead of fighting.
You don't have to sell to Class A — the priciest segment is not the most profitable
Every company wants to serve the top tier. Why that is the hardest and most expensive market, and why other segments may be your real opportunity.
What do you do when people stop buying from you?
Sales stopped suddenly, and the first reaction is a discount or more advertising. The right order of diagnosis before you spend a pound.
Tell your customer about your problems — they might help you solve them
Companies hide their problems from customers to protect their reputation. Measured honesty earns trust, and sometimes produces solutions.
Your opinion doesn't matter — the customer decides
Most marketing decisions get made on the owner's taste. Why that is the riskiest source of decisions, and the practical alternative.
What is the one method that brought you the most customers?
The question most owners never ask themselves. How to find your real source of customers and double it instead of spreading your effort thin.
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