After realizing sustained improvements in operations, company CFOs especially have asked us, ‘OK, now what? Now that I can produce more, how does that help me make more money?’ Ultimately, companies must increase their sales. Therefore you have to communicate and engage with customers and prospects more effectively than ever before.

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What does it cost to call one prospect? How many times must you call that prospect until the timing is right and he has a need for your product or service? Assuming that you get lucky and call him when he has a need, why should he listen to you? Wouldn’t it be great if prospects called you when they were ready to consider buying?

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Last week we discussed using visual stories to convey your message. But even when you have a message, how will your prospects find you?

One way that business people find goods and services is to search the web. It’s up to you to optimize your site to make it easy for search engines to serve up your site when prospects go searching.

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Last week’s article talked about crafting marketing message from your customers’ perspectives. This week we will discuss how a simple visual story can simplify a message complicated with symbols and shapes.

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BizManualz’s readers have seen how Lean and other business improvement methods can help increase your production of goods and services without increasing spending. But translating that into revenue means you need more sales. And sales start with leads. Where will new leads come from?

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Question of the month: When executing your marketing tactics, is the message more important or the medium?

The highlight of this month was the formal launch of our newest procedure manual – the Sales and Marketing Policies, Procedures and Forms.

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Last time we covered selecting marketing tactics.  It is important to use research and historical data, as well as common sense, when selecting the methods you use to get your message out.  We also discussed making sure you have your priorities straight. 

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In the last article, we talked about managing your sales & marketing process. So, what exactly is marketing? You don’t have to look far to find some very complex and verbose definitions of marketing.  Typically these definitions are filled with meaningless platitudes and clichés like “proactively adding value.”  A more simple, practical, yet worthy definition of marketing describes its basic mission:  getting the right message to the right people.

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Question of the month: How can the process approach help sales and marketing?

Sales and marketing is more than just a magical black box. It is a business process that is fundamental to the success of your company. Therefore, it should be well-defined, under control, and aligned with the overall business strategy.

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Last week we discussed the sales and marketing pipeline, as part of our coverage on using the business process approach to sales & marketing. Well-defined and aligned processes not only use measurement to continually improve,

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