Windsor Pennicott of Useful Biz Tips, invites you to reprint this
article in your publication, ezine, or on your website.|
This is a Free-Reprint article. The only requirements for publishing this article
You must leave the article and resource box unedited.
You are not allowed to change our recommendations, nor are
you allowed to change the context of the article.
You may not use this article in UCE (Unsolicited Commercial Email).
Email distribution of this article MUST be opt-in email only.
You must forward a copy of the ezine or newsletter that contains the
article inside to the author at:
If you post this article on a website, you MUST set any URL's
in the body of the article and most especially in the Author's
Resource Box as hyperlinks. You must also send us a copy of
the URL where you have posted this article.
If you find any of the rules to be unsavory or unacceptable, please
do not publish this article. While we are happy to make the content
available to you for your own use, we must insist on having our rules
and *Terms of Reprint* honored in full.
Thank you for adhering to these four very simple rules.
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
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
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
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.
The article on this page is Copyright © 2005, Windsor Pennicott
[an error occurred while processing this directive]