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Myth #1: People Buy on Price
If that were true, no one would buy a Mercedes-Benz over a Ford!
The reason for so many options among types of products is that people have different views of what’s valuable to them. That’s why it is so important to target your product or service correctly so that you can provide the maximum value at the right price.
Myth #2: Our Sales Manager Handles the Marketing
…and a hundred other things as well! Sales meetings, product knowledge and dealing with a sales force’s personal issues is full-time job by itself. Often the sales manager becomes chained to his/her desk, analyzing sales reports and preparing responses for senior management. Marketing plans can take months- sometimes years- to fully develop and require attention. The jobs are very different and need to be treated as such.
Myth #3: Our Sales Force and Customers Tell Us What We Should Be Doing
What information are you getting from the people who aren’t buying from you? Are you really spending time asking them how to better serve them, or are you using that precious time to sell products? Remember, it’s not what sales you’re making, it’s what sales you’re missing.
Myth #4: We're Are Too Small. That's Only for the Big Companies
How do you think they became big companies? Developing a unique identity and carving out a market niche is how small distributors grow! Perception is everything. A well-designed marketing plan will help you take on the appearance of a much larger company.
Myth #5: Marketing is Advertising and Sales
Marketing is about educating your target market about your products and services and why they should buy from you. Marketing is everything you do to reach this target audience- whether it is advertising, direct marketing, Internet marketing, events, strategic partnerships or networking. Taking advantage of all the sensible options available to your business will increase awareness of your products and services.
Myth #6: Our Manufacturers Do That Stuff for Us
Who knows your market better, the suppliers or you? Besides, the annual “Free towel dispenser - tear up your wall again” promotion is just that… a promotion.
Myth #7: The Best Product or Service Will Win
What wins in marketing is perception in the prospect’s mind- perception is reality! Most people are quite sure their perceptions are correct. What they don’t know will hurt them.
Myth #8: It's Easier to Play it Safe
Familiarity is easy and comfortable- even if sales decline. “We’ve always done it this way! It might mean more work and cause problems!” Everyone knows who their local “dinosaur” distributor is… and what eventually happened to the dinosaur?
Myth #9: I Can't Afford a Marketing Program
In reality, you can’t afford not to have a marketing plan. As competition gets sharper and the clients get smarter, you are expected to at least keep up with the times. Better still is to be ahead of the competition by using every viable means to promote your name and products.
Myth #10: It's Impossible to Know if It's Working
This is too often true, but only because no one took the time to tie a tracking system to their efforts. The right marketing plan has built-in tracking devices to keep you abreast of the results.
Unfortunately many distributors buy in to all the myths, many people are like that. We’re not. And if you’ve read this far, you’re not either. Maybe it’s time we work together.
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