soap, it takes a clever man to sell it." This is as true today as
when it was first uttered many years ago. Any Tom, Dick, and
Harry can make a bar of soap. In fact, Harry might make a soap
so advanced that it is even self-rinsing! (By the way, there is a
self-rinsing soap called the "Hand Sanitizer" made by Purell…it's
fantastic)
Even if it's the most advanced soap on the planet earth, it won't
matter if no one buys it. I hate to think of my masterful marketing
course as just another piece of soap, but that's exactly what it is.
There's a thousand great marketing courses out there…
…but it takes a clever man (or woman) to sell it!
Failing to understand (or accept) this principle is so poisonous that
it can kill any small business fast. You see, to make a small
business successful you need cash flow. To get cash flow you need
customers. To get customers you must sell your product or service.
You might be a plumbing wizard or a crack electrician, but so
are the fifty other plumbers and electricians whose ad sits right
next to yours in the yellow pages. No matter how great your
technical skills are or how innovative your product is, your business
will wither away and die like 80% of all small businesses if you
can't sell it.
How Would You Do Things Differently If…
Let's suppose for a moment that you truly did internalize this
critical principle. Suppose that you sincerely believed that your
most important function was the marketing of your products and
services. What would you do differently tomorrow morning?
- Would the contents of your daily to-do list change?
- Would you allocate and prioritize your time differently?
- Would you consider changing your role in the organization?
- Would you change the criteria and process with which you screen
new employees?
- Would your personal training agenda and employee training
change?
I would suggest that if you really believed deep down that your
primary business objective (and number one goal) is to *market*
your products and services, your to-do list, the way you allocate
your time, your role in your company, the hiring process, and
your personal and employee training would be radically different
than it is today.
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