Forget about Marketing… Focus on Cashflow!
Cashflow seems to be the buzzword these days…
The overwhelming majority of small businesses suffer from Cashflow issues. The minority chooses to hide the fact.
Since the beginning of time, small business owners have been struggling to balance books and stay afloat. My grandfather’s shoe factory in Vienna Austria was no different, his factory burnt down twice, in war times, and without insurance… and he bounced back and rebuilt the factory. Ask any small business owner and they’ll likely have similar tales of their business or those of family members.
Cashflow issues are the small business cliche…
Lets forget about Marketing and focus on Cashflow for a minute…
- Collect on past due bills
- Cut expenses
- Consider Financing options
- Increase Sales
- Generate More Profit
But… What do you do when you’ve run out of cash-flow options?
Lets apply some logic…. There is a cash flow issue due to a lack of sales. (That includes outstanding bills… It`s not a sale until you get paid!)
What makes sense here? You can try decreasing sales. Go ahead cut your marketing budget… Forget about Marketing all together.
Sound absurd? It is… But you don’t have to tell me that. Alot of small business owners need a good shake to wake them up and smell the coffee. The recession is a time to grab market share and build your business. It`s not a time to cut your marketing budget. You might aswell shut down and close shop!
I’m a firm believer that if you own a small business and you do not see the value in marketing or feel that marketing will not make the phone ring, and you’ve exhausted all your options, well then it’s time to consider shutting down, moving on, and doing something else that you believe in. Because clearly you stopped believing and fear has the better of you. Marketing makes the phone ring. The build-it and they-will-come mentality does not work. Prove me wrong, I dare you!
I hope I’ve rattled your cage!
Please do me a favor… Don’t waste another minute on a business that you’re not prepared to market.
If you truly are serious about business, then you must embrace marketing. Like it or not, that`s how the phone rings, sales are generated, and profits are made.
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