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Windsor Pennicott of Useful Biz Tips, invites you to reprint this article in your publication, ezine, or on your website.

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    The Winners Approach To Marketing: How Ordinary Companies Win The Marketing Game
    Copyright © 2005, Windsor Pennicott

    Take two random companies "A" and "B". They are both facing stiff 
    competition and times are lean and the marketing and sales 
    budgets are fixed in stone; how would they go about increasing 
    sales revenue?
    The marketing manager from company "A" might try to convince the 
    finance department to increase its budget or try to invoke a jolt 
    of energy into the sales force via pep talks or threats to 
    increase sales for the upcoming quarter.
    This approach, though it might work in the short-term, is 
    generally very stressful and less predictable in the long-term. 
    When quotas aren't met everyone usually begins to trade blame 
    which leads to more frustrations.
    Is their another way?
    Enter the world where easy innovations are part of the job. They 
    are simple because just about everyone can innovate with a few 
    applications of their imagination.
    This is the process company "B" uses to thrive.
    So where would you go to find examples you could use as models?
    There are several sources. You could hop over to amazon.com or 
    your favorite book store for any number of books on marketing and 
    business innovation.
    For those who would like to get started immediately I have 
    written a free booklet that provides examples of how these simple 
    innovations are carried out. The booklet is titled "5 Cost-free 
    Examples of Marketing and Sales Innovations That Can Increase 
    Revenues By More Than 20%" and is available at 
    Also, I recommend the book "Turn Your Imagination Into Money" by 
    the late Ray Giles. Itís among the best books on marketing and 
    sales innovation. Itís available at 
    http://www.ImaginationBook.com for $29.95.
    The resources above will show that the solution to company "Aís" 
    approach is a commitment to innovation that creates a hassle-free 
    environment while improving sales.
    One might ask, why doesn't company "A" implement this approach? 
    There are several reasons, such as ignorance of alternatives and 
    ignorance of the ease with which a simple innovation program can 
    be implemented.
    A marketing manager might state, I know itís important to 
    innovate but how do I get my employees to innovate and how much 
    will it cost in time and real dollars? Other obstacles include 
    employees who are reluctant to committing themselves to an 
    innovation program. However, if the right incentives are in place 
    few would object.
    Imagine if the sales manager had to lay off a few workers in a 
    short while and were to say to them, if you can find a unique way 
    to improve sales, then the additional revenues would help to 
    justify to the higher-ups to keep everyone. In fact, this example 
    was used in Giles book to show how quickly sales rose by 20% when 
    one sales manager tried this approach. And best of all it didn't 
    cost much - no money, only a little time. This is the kind of 
    virtually-cost-free innovation that caused company "B" to excel.
    Company "B" excels because itís committed to an innovations 
    program and people will take innovation seriously if they realize 
    that as innovation increases so does sales and so does their 
    commissions and bonuses.
    So company "B" has a successful feedback mechanism where everyone 
    wins. The company wins with additional revenues, the marketing 
    manager wins with a bigger bonus, less headache and less pep talk 
    and the sales force wins with greater commissions.
    Over time, company "B" will have well tested and highly optimized 
    marketing and sales processes that yield great results. Aren't 
    these the processes that every company wants? They can be 
    implemented and best of all they are cost-free. 

    Writer's Resource Box:
    Windsor Pennicott created the free ebooklet "5 Cost-Free Examples
    of Marketing and Sales Innovations That Can Increase Revenues By 
    More Than 20%". Get your copy at http://www.UsefulBizTips.com.

    More Articles Written by Windsor Pennicott

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