BUSINESS COACH


4 Tips To Make Your Store and Staff “Market Friendly” Sales & marketing are critical and intertwined processes within the operation of any business. As with any process, there are certain practices that work better than others. But first, it is important to understand the difference between the two processes. By Steve Firszt


Marketing is the cumulative activities your company uses to find, attract and retain profitable customers. As a lead- generating activity, its objective is to find people who fit your “profitable customer” profile. Suspects, as it were. Sales is the process of converting suspects to prospects – people truly qualified and interested in what you have to offer – and then, prospects to customers. Marketing does not stop once someone becomes a customer. In fact, the most effective marketing of all – the marketing that generates referrals – is the marketing you do after someone has become a “believer” in your company. The most ardent believers are your paying customers. You can think of your sales and marketing flow this way:


MARKETING 101 Let’s start with two marketing practices. The first is fundamental to all marketing communications. The second is an


important component of marketing designed to generate very positive referrals. Formalize your “Brand ID” - When I work with business owners seeking to improve their sales and marketing prac-


tices, “brand ID” is always where we start. It is extremely important to consistently communicate your brand’s message. To help this happen, everyone in your company should know the answers to these two questions:


32 Mobile Electronics April | May 2011


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