Boost your sales and attract new customers

156 Pages·2009·0.85 MB·English

by  Justice Mandhla

Boost Your Sales and Attract New Customers
by Justice Mandhla
Published by The Small Business Development Program
www.businesslearning4life.com
Copyright © Justice Mandhla 2009
All materials and techniques are protected by copyright. You are invited
and encouraged to forward this package to your friends, but this content
may NOT be marketed or sold in any shape or form.
Print book ISBN: 978-0-620-44201-5
Ebook ISBN: 978-0-620-44211-4
Set in Bembo
Typesetting and cover design by Mousehand
www.mousehand.co.za
All rights reserved. No part of this publication may be reproduced, stored
in a retrieval system, or transmitted in any form or by any means without
the prior permission of Justice Mandhla c/o Electric Book Works, 87
Station Road, Observatory 7925, Cape Town, South Africa, except for the
inclusion of brief quotations in a review.
Disclaimer: This book does not contain legal advice. The author and publisher
disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or
actions of any type or nature whatsoever, arising from or in any way related to this
book, the use of this book, and/or any claim that a particular technique or device
described in this book is legal or reasonable in any jurisdiction.
The author and publisher disclaim no income guarantees. The information
provided in this book is based on personal experience of the author. The author and
publisher shall in no event be held liable to any party for any direct, indirect, punitive,
special, incidental or other consequential damages arising directly or indirectly from
any use of this material, which is provided “as is,” and without guarantees.
Boost
Yoursales

and attract new
customers
Justice
mandhla
also by the author
What They Didn’t Teach You in School: Life-long learning
tips to land a job straight out of school
The Business Prep Guide: Everything the business start-
up gurus never tell you in their expensive seminars and
inadequate books
Your roadmap for learning
Your Small Business Development Program is a three-
part comprehensive Roadmap for Learning. It provides you
a unique set of tools and opportunities for personal and
professional growth and development. Visualize your Business
as an automobile traveling from segment to segment as you
learn and complete the various sections. Each section will help
you learn more and more about the processes of Marketing
and Advertising.
Part 1 of your Roadmap consists of the Goals Report, the
Business Success Marketing Wheel, and SWOT Analysis. You
will be furnished with templates which can assist you in
planning for your personal and professional costs over the
near term horizon, and a template for a SWOT Analysis –
where you will actually analyze your business, based on a series
of questions which test the business Strengths, Weaknesses,
Opportunities and Threats, prior to developing the Business
Planning Process for Marketing of your Business.
Foreword 8
Goals Report 12
Within the Goals Report are fill-in-the-blank sections to
help you develop a simple and creative personal marketing
plan. We ask the questions, and you fill in the answers. After
you have completed the Goals Report, simply transfer the
information to any format you choose to develop the Marketing
and Advertising Plan which will grow your business.
The Marketing Success Wheel 23
In your Business Success Wheel, we have illustrated a variety of
marketing attributes and address how each of them impacts your
business. These are not different types of marketing, but true definitions
of marketing. You can learn how each of these sections of the Success
Wheel builds upon themselves and can help you create stronger success
than would be possible from each of the sections of the wheel individually.
The SWOT Analysis Tool and Template 38
This template will help you define your business, and offer you the
basis for development of your own, personalized marketing plan for
your business. Within the SWOT Analysis (Strengths, Weaknesses,
Opportunities, Threats), we help you take an objective look at your
business and define where your business has areas it can utilize (the
strengths) and improves upon (the weaknesses, opportunities, and threats).
Part 2 of your Roadmap is your Workbook
Your personal answers in your Workbook help you fully
customize the learning tools to your needs. Your Workbook
reinforces the material learned in a way which will create a
long-term document for your business. Answer the questions
honestly and fully; the more information you are able to plug
into your Workbook, the better the results you will achieve
with your program.
Step 1 45
Assess your current business or identify targets for your new business.
Step 2 52
Identify expectations for future improvement.
Step 3 58
Complete the SWOT Analysis discussed in Section 1.
Step 4 64
Complete your Planning Process using the eight
components of the Business Success Wheel.
Part 3 of your Roadmap is your Manual of Study
The Manual offers not only the background and basis for your
program of study, but also offers over 50 new and exciting
ways to improve the marketing and advertising efforts for
your business.
Section 1: The Old Marketing Adage Updated
to the 21st Century 82
Section 2: Creating Ideas Which Will Build
Your Business 87
Section 3: Other Marketing Concepts
for Consideration 140
Appendix: Due Diligence Checklist 146
Now that you have completed the program, here’s a chance for
you to extend your knowledge and seek professional expertise.
Enjoy the trip!
Foreword
This book is about marketing, advertising and promotion of
business in any small business environment. It describes various
marketing and advertising strategies, tactics, and techniques that
can be used to promote your business as profitably as possible,
and thereby increasing your wealth. Many business people have
applied the principles outlined in the following pages and have
succeeded beyond their wildest expectations, just as you can.
This book will inspire you, open the door and lead you in
the direction of success. This book is not the “read me once
and file me away to be forgotten” kind of book. Read the
book once carefully and highlight sections that you need to
review. Once you have read the book apply what you learn
along the way. Only then will you benefit from this book.
This book consists of the Business Success Marketing
Wheel, a template for a SWOT Analysis and a Workbook.
In addition, you have been furnished with templates which
can assist you in planning for your personal and professional
costs over the near term horizon, and – where you will
actually analyze your business, based on a series of questions
which test the business Strengths, Weaknesses, Opportunities
and Threats, prior to developing the Business Planning Process
for Marketing of your Business.
9 • Foreword
The book is divided into three parts. Part 1 is a compreh en-
sive introduction of what is contained in the book. It focuses on
ba sic mar ket ing and advertising concepts, goal setting, plan ning
and other marketing topics and issues. The material is mostl y stan-
dard but it is supplemented by the Goal Setting tool, Marketing
Wheel and SWOT analysis templates to further enh ance your
under standing of the marketing and advertising process.
Part 2 lays the foundation for discussion in Part 3 of the
book. In each case the basic tools of marketing and advertising
described in Part 2 are used to explain and analyze certain
important marketing and advertising issues. At the same time
the entrepreneur is introduced to the major concepts and ideas
of marketing and advertising.
In Part 3 those concepts are joined together in a series
of marketing and advertising models. The advantage is that
entrepreneurs will at the end of the book become thoroughly
acquainted with all the individual marketing and advertising
elements by the time they start working with the models.
Reading this book can be fun, provided that you approach
it correctly. You will not gain much by simply reading the
material but you have to understand and apply the strategies
contained in the book and also design your own.
Begin your trip down the learning pathway as defined in
the introduction. The book offers not only the background
and basis for your program of study, but also offers over 50 new
and exciting ways to improve the marketing and advertising
efforts for your business. If you are currently in business, this
section will prove invaluable for development of ideas and
opportunities. Don’t just stop with the ideas we’ve offered…
create your own. Develop more and more extended ideas from
our starting point.
Making your dreams a reality is the ultimate outcome of
this book.
10 • Boost Your Sales and Attract New Customers
For more information about the author visit the following
websites:
www.mystudent4life.com
www.longlife4learning.com
www.businesslearning4life.com