Chapter 5

Get the work in & make the sale

Getting the work in and making the sale are more difficult than opening an office or shop. They are also more sophisticated processes than merely placing an advertisement in the newspaper.

Without the work or the sale, you might as well be on the beach.

Marketing Alternatives

Rule 1 involves ensuring your marketing activities provide a regular and continuous flow of business, both from existing clients and by locating future clients.

More than ever before, marketing activity, advertising, point of sale material, promotion, public relations, presentations and business culture must extract the maximum benefit (work in, profit margin) at the most economic cost.

There are hundreds of books on marketing and this book does not seek to be an authority on the subject.

My basic theory is that the marketing effort needs to be split between
Defensive marketing and Aggressive marketing.

The degree of effort and expenditure you place on each will depend on the nature of your business.

Defensive marketing is ensuring existing clients keep coming back.
Aggressive marketing is getting new work or making the sale to new clients.