Bigger is Not Always Better

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warehouseSome of the axioms of business don’t ring true anymore.  Oh, there is passed down wisdom that never goes out of style: “the customer is always right,” and “if you’ve made a mistake in business, own up to it and make it right.”

But as businesses start and grow, the tendency becomes to “expand,” or open more stores, or aim to hire more people.  If a business announced that due to a rise in sales, more employees were hired, and another warehouse was purchased, that was instantly viewed as success.

Now, business owner should be wary of even considering to expand at all. [Read more…]

Internet Marketing – The How, Not the What

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internet marketingThere are thousands of consultants who will tell you what to do to be a success in Internet Marketing.  The real issue consulting clients face, however, is to get advice on how clients can develop and execute an online marketing strategy.

I have found five areas where consulting related articles, books, webinars, training, particularly with the how, fall short:

  • They do not provide the expertise needed to execute a marketing effort.
  • They fail to understand a client’s needs, goals, capabilities and finances.
  • They offer no way to understand a client’s interests and marketing hot buttons as they relate to their customer/s.
  • They fail to integrate the different elements of a marketing program. As a consequence, consultants do not offer guidance to the client so that the weakest link in a client’s marketing program does not ruin its overall marketing effort.
  • They do not help a client determine goals and the measurement parameters necessary to help them improve their efforts for success.

[Read more…]