Everyone is chasing the almighty dollar when they start their company, but refuse to let the dollar chase them. A business that cannot replicate the same sales the month prior is in danger. Sales people should be a compliment to your business, not the lifeblood.
So how do you get to the point where people are chasing you? Where there are more back orders than shipments?
Establish yourself. Focus on the important parts of branding and put more dollars into that than into paying yourself.
Logos Are More Important Than You Think
There is only one thing on the Starbucks cup. There is usually only one thing on Nike shoes. It’s a symbol that is proudly displayed by the consumer.
Logos allow people to feel like they can be a part of your business. Are you putting enough importance to your logo or are you listening to all the new age marketers?
Nothing is ever truly dead in marketing, just repurposed.
Your Links With Other Brands And Objects
Imagine how much business you could attract if people thought of you every time they went to pour themselves a cup of coffee. Even better, if anytime they thought, hear or saw a Nike swoosh.
You need to have these links to certain things that make it so you are constantly in peoples head space. If your sales people pick up the phone to talk about the weather with your customers, it does the same things as if someone were to see your logo on a hat.
Be in so many places, you can’t be ignored.
Chase The Vision, Customers Will Thank You For It
Here is the bigger picture of why brands are more important than sales. Customers have a been accustomed to companies pitching every five seconds.
Sale here, discount now, buy today or else. All the marketing dollars go to this.
Rarely do you ever see money being funneled into endorsements by respected people, thus creating a strong link of trust. No more need to discount so steep, or hire so many sales people, if the consumers know you are a respected brand.
I challenge you to do this for a year and see how your business will expand. I have focused about 70% of my time on my personal brand and only 30% on customer acquisition. As a result, I have been able to scale past 6 figures within the first 10 months of opening by business.