The Marketing Mindset
I never cease to be surprised and disappointed by business owners who avoid the whole topic of marketing.
At a recent business meeting I attended, six owners of a franchised financial services company sat around the table discussing issues of common interest: production, marketplace conditions, human resources challenges, etc.
They spoke excitedly, engaging with each other on topics that clearly were important and interesting to them.
But when a topic regarding business development was raised, the room went silent. Even though every person in the room could personally profit from the plan being outlined, none were interested in discussing it.
The exact reason why is shrouded in mystery but I can tell you that I have seen similar behavior at other companies many times over the years. When it comes to sales and marketing, most business people just don’t want to talk about it.
Common reasons include ignorance, disdain for anything “sales” oriented, a desire not to ask stupid questions and so forth. But I truly believe the biggest reason why they don’t want to talk about it is because they just don’t care. They just want to handle the nuts and bolts of their businesses and leave revenue increases to divine providence.
This lack of what I call a Marketing Mindset is prevalant throughout most small businesses. In my 30+ years I have seen little change on this front and so anticipate that little ever will.
The lesson to entrepreneurs: Get yourself into the Marketing Mindset. Study everything you can about marketing and sales. Role-model after companies in your industry who excel in these areas. Nothing can have a more beneficial and immediate impact on your business than increased sales. Get with the program!
