Everybody needs a delivery system – but most businesses are missing the most important one to their success.
Imagine you owned a bakery, specializing in healthy artisanal breads or double deep fat fried doughnuts, serving the restaurants in your neighboring towns.
You’d be up early… 
baking and then once your baked goods were done for the day, you’d load them into your trucks and deliver them to the restaurants you work with.
You wouldn’t question the need for a delivery system because you know that without one you’d be out of business. Buying the truck, paying your monthly payments, buying gas, maintenance etc – all just part of the cost of getting your delicious baked goods to your happy customers.
Now, here is where most businesses fall flat.
Most business have a delivery system for their products and services but…
…they are missing a client delivery system. And this defies logic.
Every business owner knows it makes sense to spend whatever money it takes to deliver their products. I never hear a business owner tell me they don’t have money for delivery of their products and services.
It’s just a cost of doing business.
But take the exact same person, (does this describe you?) and ask them to spend the same amount on marketing, on attracting new clients, their client delivery system and typically they choke.
They see marketing as an added expense, instead of as a necessary way of filling their pipeline with more and more new customers.
When I talk to struggling business owners, I hear it over and over. They don’t want to spend money on marketing. Or it’s too expensive.
And here’s the difference between frustrated business owners and the ones I work with who have one to twenty million dollar businesses.
Successful business owners understand that to attract new clients, to bring in new business, they need to spend money on their client delivery system.
They understand that as long as their marketing brings in more revenue than it costs – it’s worth every penny.
Take Sarah – who called me from California yesterday. She sells dental equipment to dentists. Last year she netted $90,000. And this year she wants to make $400,000.
When I asked her how much she had set aside for marketing – the answer was zero, nothing, nada.
Now I’m sure you’re more savvy than that so let me put it to you like this:
How much should you spend to bring in the next $400,000 in income this year?
$10,000, $150,000 or even $250,000?
What’s the right answer?
Any of the above, as long as your marketing system, your client delivery system generates more income than it costs. (Of course the more effective your marketing is, the lower your costs.)
Do the math for your business:
A. How much would you like to generate in additional revenue over the next 2 years?
B. How much would you be willing to spend to build a client delivery system to reach your goals?
Want to join the successful business owners who ring in one million to twenty million in annual sales?
Check your marketing budget and your client delivery system.
To your success,
Charlie
P.S. Questions about your marketing? Ask away.
February 3rd, 2012 at 9:37 pm
Well said Charlie. My job was a clerk on a coffee shop and eventually promoted to supervisor until I got to the position of a manager. I learned a lot in here based on my observation though I didn’t study management or even marketing and I suggested a lot of marketing plans to increase our sales but the owner’s just rejected it. When the system was changed because the sales were low and still failed to get back on track, that was the time where the owner decided to get into marketing and now it’s getting better every year and the strategy is still effective without too much costs. Now I’m on my own and have a lots of plan with my own business. Marketing really is essential for business.