It's the Sale, Stupid.

Salesmanship should be the first, not the last, step in the marketing process. Marketing should lead to sales.

Otherwise, it's just a waste of time and money.

Sales should not be removed from the marketing process, as it is in many companies. Certain steps should be taken so that a company or a person becomes a customer or a client.

These include:

Developing a strategy for winning new business based on value proposition. You have to know that one reason why people should do business with you, and not with your competition.

Let your market know. So you have determined your value proposition. Now let them know every way you can.

Let them love you. Court your market. Let them fall in love with you. Overcome barriers to sales by lowering prices, offering additional services, extending warranties, or giving trial period.

Moreover, don't put the burden of a sale on a prospective client. That's your job.

Ignore the competition and start from scratch.

Never start the marketing process by what the competition does. That limits creativity.

Rather, like Albert Einstein, "think outside the box." Use your imagination to achieve results.

Step beyond existing models and be creative.

This article was based on the book "Your Marketing Sucks" by Mark Stevens. The book summary is available online at Business Book Summaries.