Many companies spend a lot of time and money selling a story to an industry without spending enough time evaluating what that industry needs from them. How can you develop the right selling story if you don’t understand your customer’s needs?

At Bizmanualz, we see a lot of business owners who confuse their own perception of their value with that of their customers. Frankly, it doesn’t matter what you think of your product or service if your customers’ don’t see it that way.

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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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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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Want to get found on the Web?  Want prospects to relate to what you’re saying? If what you do is new, what makes you think prospects are searching for it? Rather, consider what prospects are thinking, and typing, at the time when they are in a frame of mind to care.  Otherwise, your site may become just one more lonely corner on the Internet.

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When our consultant first met the prospective Boeing spinoff, Advanced Tooling Solutions, the team had fabricated and tested a prototype tool that promised the automotive industry cost advantages and schedule flexibility. But the team was unsure about how to sell to the automotive industry.

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In an industry where little differentiates one marketing company from another, infūz was determined to set itself apart from the field. infūz would not be just another web marketing company.

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