As I went for my morning walk with my housemate Kim this morning… we were talking about a whole array of tough political, game changing, worldly topics. One of the topics was “scrambled eggs should never be served sans toast”... come on it was 6am after all! What did you expect?
Our theory on scrambled eggs with no toast is that it may do what it needs to do initially, but with out a doubt an hour and a half later you are absolutely ravenous again… at which point we gorge on food that possibly isn’t the best for us… see pic!
So by simply adding a slice (or two) of toast with our morning scrambled eggs… we can go through to lunch and not feel the need to binge on high sugar, high fat yet delicious and scrumptious snacks… At this point I felt the need to take it that step further and compare it to marketing without selling….
You see, I come across so many well meaning, enthusiastic business leaders and owners who are determined to get their bodies (I mean businesses) into shape through marketing… and unfortunately I am seeing that they are starting to gorge themselves silly on non effective, pricey, and unproved marketing activities instead of simply adding a “sales” activity.
Like scrambled eggs and toast… marketing and sales should never be separated – they should and need to start working together if your ROMI (return on marketing investment) is truly going to be seen. If you are going to create a brochure… great… and whats the objective for that brochure and how is it going to make you money? Create an online campaign… great…. what are you going to do in the follow up sales activities that is going to give you a return that you never thought possible. Do a letter drop… ooh wait…. never do a letter drop – period!
So how can you add a simple equation of selling to your marketing? All you need to do is everytime you create a marketing activity ask yourself these questions:
- After the marketing activity is complete… now what? (TIP: the answer is NEVER another marketing activity)
- Has my marketing activity driven any revenue?…. if the answer is NO – then you have yet to sell!
- Have you earned the right? What I mean by this is that sure you have done a great marketing activity… have you in fact managed to build great rapport with your customer to the point where they are begging to buy from you – and you don’t need to ask? If not… INSERT SALES ACTIVITY.
So don’t be stingy on the toast… yes you will get some short term benefits – try to start thinking of the long term gain though, and that does not include spending copious amounts of money on sugary, fatty marketing delights!
Would love to hear your thoughts…