Business Marketing: You Can't Be Half Pregnant. | KEXINO

OK, so it may seem blindingly obvious, but you?re either pregnant or you?re not. You can?t be half-pregnant. It?s the same with marketing your?business: you?re either all-in, or you?re out.

Many company owners are coming to the realization that they can no longer continue to run their?business?in the same way that they?ve been doing. It?s no longer working.

Addressing The Causes, Not The Symptoms

The temptation is to shout at your salespeople, or fire the Marketing Director. But any sales process is simply the natural end-result of a corporate strategy that takes in marketing, manufacturing, support and so on. Poor sales aren?t the cause of the problem. They?re a symptom. The issue is further up the value chain.

With many companies, this is where things go wonky. Rather than biting the bullet and taking the required actions to begin to effect a remedy, too many?business?owners wimp-out at the last stage. They dilute the prescription. They take half-measures that are a step in the right direction, but are non-committal and don?t go anywhere as near far enough to effect real change.

?But making any change is better than making no change, right??

Wrong. Very wrong. In fact, it?s usually worse than doing nothing.

Why?

Because half-way measures are ineffective. You get frustrated, you get tired, and the people around you get confused because they don?t see the results of these much-heralded changes. Which makes you even more frustrated. Rinse and repeat?

No Guts, No Glory

Half way solutions are compromises, and are made because you?re too scared to take the necessary measures. You point fingers at external factors and use them as an excuse not to take action. It?s the economy, it?s your competition. You convince yourself that things aren?t that bad really, and that things will work out.

Guess what? They won?t. The Good Old Days are gone forever. Your?business?is struggling because its value proposition is no longer perceived as having the same relevance with its target audience. Your job is to find that relevance again, and implement the change within Marketing, Sales, Customer Service and everywhere else. This means making some tough decisions.

Don?t even bother trying change the condition of your?business?if you aren?t willing to make (and execute) those decisions.

It?s all, or it?s nothing. Either pull the trigger on real, meaningful change ? or pack up, go home, and stop complaining.

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Source: http://kexino.com/business/marketing-half-pregnant

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