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15 Classic Marketing
Mistakes in Business
& How to Avoid Them
>> errors in business marketing is not
By Rob Salisbury
personal computer, therefore
Y
covering your business against keeping the details of your plan out
ou have a great idea, almost everything. Check with your of your head and within reach.
product, service or gizmo local insurance agency or go to the
4. Have enough liquidity &
that the world can’t live Yellow Pages for an expert on call.
without … congratulations! Shop around, talk with other credit to go through the
Now, before going out to make business owners in your industry and seasons.
millions, check this list and eliminate meet with at least three agents Why is their often more month left at
some of the biggest marketing before making your final decision. the end of the money, than money at
mistakes common to micro and large 3. Have your business plan & the end of the month? Financial
business. planning is critical. To avoid finding
marketing strategy in place your business in the above position,
1. Register your business and within reach. get your bookkeeper, financial
name with the proper local, adviser and accountant on your
Most mistakes are made in the
state & national authorities. actual process of doing business, financial team from the start.
Recently a national television not in the planning. The old phrase 5.Promote, market & sell on
advertising campaign in Australia “plan your work and work your plan”
was shut down because a company is still true to the times. Plans can be quality & value – not on price.
had used the title ‘dangerous when a minor or major investment of time Selling on price only is one of the
wet’ to describe their product and and painstaking effort depending on surest ways to be out of business
service. That name is a registered the complexities and circumstances, quickly. Unless your business is an
name of a book by seven-time world yet also an incredible return when it international or national brand, avoid
long distance swimming champion works. discounting. You will be hard pressed
Shelly Taylor-Smith. As retired sports to sell on value and quality if your
Plan your plan, do your plan and best plan is discounting to match
figure and professional speaker, she than review your plan. This simple
has earned the right to use that price.
three part system will keep you on
name and had it trademarked. track if you do so on paper or in your When was the last time Australian
Check the name you want before Airline Qantas put first or business
going out to market your product, class tickets on sale? Answer - they
service or company. It could save don’t. People who want high quality
you tens of thousands or more. service and value pay for it.
2. Make sure you have enough Economy class passengers sit in
insurance coverage. basic seats, with basic service with
other passengers all vying for the
How much insurance is necessary? same basic restrooms because that
The answer depends on dozens of is what they can afford or justify for
variables. One of the most costly the flight. First class and business
Strategic Resources International Pty. Ltd.
Rob can be contacted on +612 9867 3677, email rob@strategicresources.com.au
or visit www.strategicresources.com.au
15 Classic Marketing Mistakes in Business and How to Avoid Them
class pay five to fifteen times more 9. Get your business cards out
for their experience because the in at every occasion.
flight service and quality is
They are one of the best ‘low cost–
perceptionally worth it.
high value’ advertising and
6. Lower the buyer risk with marketing items anyone can have for
return & guarantee policies. their business and they work.
Get your return policies and 10. Think like an employee &
guarantees in print and inform your your business will be out of
customers of that benefit right up
front. Reduce ‘buyer beware’ mind- business. 14. Squeeze pennies, make
set by informing your customers Think like an entrepreneur and you every cent count.
about your return standards. Let will probably make it in business. Spending money on premises, new
them know about the obvious and Don’t punch the clock in the morning furniture, fancy phone systems and
unseen benefits of shopping from and read the paper. Read books on stationary will drink cash flow and
your company and purchasing your marketing and sales, go to often does not add value to a
products and services. educational seminars to get ideas to business. Start with quality and avoid
promote your business and learn buying new unless it is the right
7. Build up your customer successful ideas from others in your move for your image, identity and
database from day one. industry or locality. business strategy. Budget and make
With no database of customers, 11. Ask lots of questions, don’t every penny and dollar earn.
many businesses rely on walk-in
traffic. Another error often made in tell, tell, tell. 15. Become a service & quality
retial, one to one services and small Ask customers why they have fanatic.
firms with less than 10 employees. shopped at your business and why Consistency is important from the
they come back again and again. beginning. High service standards
Learn from American Express, one of Success leaves clues. Ask your
the most successful companies in and quality in your business matters
customers the easy questions and is fundamental for emerging
the world. Divide your customers into listen for the answers. Remember:
groups: top clients, perhaps labelled businesses to get off the ground and
“Tell, tell, tell and you won’t sell …
platinum, next category gold, next fly for a long time.
ask, ask, ask and you go to the till.”
green or similar to the Olympic Avoid these classic marketing
medal colours of Gold, Silver and 12. Stay in touch at least once mistakes of small to medium
Bronze as a referral base. a quarter. business and you will avoid
Your database is one of the most Out of touch, out of sight, out of becoming a statistic and six-month
valuable assets of your business. business. People buy from those they business wonder.
Unless you’re a national brand like like and trust. Treat customers like
trusted friends and your business will
About the writer
McDonalds, Shell, Amazon Books or
be in demand and profitable through Rob Salisbury B.Sci. CSP achieved early
Wal Mart, ensure your customers are success as a Fortune 500 top achieving
receiving regular communications in word of mouth momentum and sales professional. He became a Tom
the form of newsletters, e-mail repeat sales. Hopkins’ Certified Sales Trainer in 1988
updates, phone calls, special cards and served two terms as 2001-2003
13. Become the expert but not President of the NSW National Speakers
on anniversaries or birthdays when
appropriate. the technician. Association of Australia.
Market your business by becoming He is not a known celebrity, entertainer or
8. Big bank hours are best for the expert in your field or locality but sports star, however, his clients know him
big banks – not new or not the technician. Become the best for helping them achieve results. To them,
unproven businesses. shoe salesperson not the shoe he is a trusted partner and strategic
repairer – hire one. Selling shovels is business asset .
Maintaining banking hours is one of
the surest ways to go out of business more profitable than digging holes. His international experience spans seven
Focus on generating cash flow and countries with 350 Australasian firms in
quickly. Understand the niche your
income for your business, not the sales and marketing projects. He has been
business serves and be open to based in Sydney since 1997
service customers more when they work that goes with it. Outsource and been a lecturer at the
are ready, not when you are ready. your weaknesses or tasks you are University of Wollongong and
Learn about your customers buying not good at or do not like to do. T A FE C o l l e g e s h e l p i n g
needs and habits. graduating students in gaining
employment since 2001.
