The goal with your marketing is not to try to reach everyone on this planet , mars and everywhere else in the solar system.
The goal of your marketing, your business , your service is to appeal to a specific, passionate subset of people. You don't need to sell to everyone. In fact, if you do, you might want to rethink your game plan.
Contrary to what you might have been taught, told and read in most marketing books – you really don't need millions of customers and clients to have a highly successful business.
You just need to find and focus on the right customers and clients.
The customers and clients with a specific pain that only you and your product and service can solve.
Then go and show them how you can solve it.
There’s always the age old chicken and the egg question about whether entrepreneurs are born or made, but the bottom line is that entrepreneurs are those who develop innovation after innovation to improve our world. The ability to take “nothing” and build it into a business that helps employ thousands and generate millions in revenue should be celebrated.Entrepreneurship is alive and well and here are 16 reasons why you should consider taking the plunge too.
In my previous blog post i wrote that in order for your business to be able to compete against the giants, you as the leader , manager or small business owner cannot build positive momentum for your business if you try to carry the organisation on your back. You have to empower your employees to act.
I remember when we started out in business – for the first few years, we succeeded by being on overdrive and pushing everyone to their limits. We would get to work at 4:30 am in the morning and I was usually the last person to turn out the lights.
Eventually the company grew so large and faced issues that were bigger than we could fix by drive and determination. We had to empower other people in the business to make choices and to do so according to their shared values.
What i learned was that when you give people the power and authority to make decisions and provide a framework , your people become your partners in not only building your momentum, but in building your business.
In my experience your small business can succeed against the giants ,even if it is a new company (with a new brand) provided that your company has the ability to come up with ideas and put them into action very very quickly.
To achieve these two things : Coming up with ideas and putting them into action very quickly, requires entrepreneurial spirit. This quality however, needs to be present within every member of the team, not just the entrepreneurial leader/founder.
It has to feature across the company in every way.
To begin – you as the leader needs to create an environment where entrepreneurship can flourish.
The challenge facing most retailers and business today is how to attract and retain good people. This challenge, also brings to the forefront issues such as :
- High turnover of staff
- Your best managers being head-hunted by competitors.
- A general reluctance by new employees to work in retail because of the working hours , heavy workload , low pay etc.
Over the next couple of weeks, i am going to talk about ways that can help you to face and overcome some of these impediments to your businesses growth.
To determine the best way to meet these challenges, you need to unravel some of the concerns by managers and workers that lead to it. What factors are important to managers and employees when looking for a job or staying with you the employer? Is paying the highest salary, the best way to attract and retain good people? From some of the discussions that i have had in my retail career, both in HR and Retail operations, you can easily get the impression that what counts, is who earns the most!