For most of us who are self-employed one of the most crucial measuring sticks for success is sales.  A good marketing business plan is a must to support consistent sales and small business growth. 

And, if you don’t address some of the other topics in the previous posts then you are more likely to have a more difficult time with sales.  A successful performance strategy in marketing is about finding prospects who are interested and keeping the pipeline full. 

In sales you must have a sound conversion strategy.  Obviously, when there are no conversions there are no sales. 

Successful sales and marketing is built first and foremost around identifying a pain or need of your market. 

After you have identified the pain or need then you want to show your market how you can be the solution.

Next, you want to show them the benefit of you as the solution. 

Then you want to add features. 

Let’s say, for example, that you are selling a particular type of car.  Benefits to this car may be safety, good acceleration and good gas mileage.  Features may be reinforced steel frame, a responsive engine type and low body weight to increase gas mileage. 

I think you get the picture.  Too often people try to sell features instead of benefits.  In the process, the customer gets disinterested.  Find out the benefits and solutions your customers want.  When you do, you will be on the way to having more sales and your small business successful.

What is marketing?  Marketing is the process that you will use to bring in prospects for your product or service.  Once you have the prospect’s attention then you can focus on sales. 

But, how do you plan to market your business to keep the pipeline full?  Before you get started in a business be sure of two things:

1. How to successfully market your business?
2. How that marketing strategy will be implemented consistently?

These two components will be part of any good marketing business plan.

Small business growth is about having a good marketing plan and executing it consistently.  Interestingly, the creation of the marketing plan is not as big a challenge as is the consistent execution. 

And, it is lack of consistent marketing that can doom a business to failure. Why does this happen?  It happens because the entrepreneur, business owner or solo professional does not have the skills to execute the marketing plan.  And, because the budget is tight they will not pay to have it executed. 

Making your own business the success you envision requires, in most instances when starting out, that you wear most, if not all the marketing hats.  It must be part of your performance strategy for success.

For example, for some businesses to be successful it may require consistent phone calling with a script from a targeted list.  If you are not good on the phone or don’t like it then it won’t happen. 

Maybe your business requires a great deal of face to face contact and networking.  If you aren’t comfortable with that then it won’t happen. 

Know what type of marketing your business needs.  Either be ready to develop the necessary skills to be successful or look for another business that caters to your strengths. 

I have observed many small businesses fail, not because the owner wasn’t a good person, but because the owner didn’t have or wouldn’t develop the marketing skills necessary to make his small business successful.

How would you act if you knew you could not fail? 

Too often, I see good, well intentioned people go into business for themselves only to fail for any number of reasons.  The second puzzle piece for starting your own business and being successful is:

• Act as though you cannot fail
• Fake it until you make it

Ask yourself this question.  Do you find people who act successful more or less attractive?  Of course, you find them more attractive.  And, if they have a product or service that is of value to you then you are much more likely to do business with them. 

When you act as though you cannot fail you are focusing on success.  Focusing on success is a positive marketing business plan.   And, when you are positive you are more likely to attract the things you need to be successful. 

The worst thing I see business owners do to themselves is complain to others outside of their immediate business about some aspect of their business that isn’t right. 

Think about it.  That’s not attractive.  It isn’t that the complaints aren’t legitimate because they are.  Others don’t need to hear about them since a complaint very often is about a failure or failing in business. 

Here’s another thought.  If you are talking about failure and what is not working with others outside your business it confirms to them and to you that you are failing.  Your words are the clothes you dress yourself with each day. 

Dress yourself with positive words and actions.  Act as though you cannot fail.  In running your own business you must fake it until you make it.  When you do you will….make it!