Marketing in all its forms is truly at the frontline of commerce. As Zig Ziglar said “We (meaning Americans) have become a nation of salesmen.” Marketing and selling activities are central to the success of small, medium and micro enterprises which now control around 75% of this country’s economy.. The organic link between marketing efforts and sales results is indisputable. Any good, or rather effective marketing strategy is _bound to produce the intended results in terms of sales, either immediately or in the near future.
If you want to see your business prosper, or to improve its performance in relation to revenue, market share or even liquidity, you need to pay attention or more attention to your marketing efforts and overall marketing strategy.
This is not about the level of marketing education that you have, but rather the way you use it to ‘move’ your products or services. Believe it or not, the holder of PHD in marketing from a prestigious institution can be outperformed by a diploma holder who has mastered practical and effective marketing skills.
The value of any type of education, including marketing education, is in how it is used practically and proactively to implement the chosen the strategy and achieve marketing and sales targets. Except in an academic environment, no marketing theory will be of any use to a business unless it can be applied practically to improve the entity’s revenue, profitability, cash flows and other metrics.
As a marketing maestro with deep insights into the area, it is my wish to engage you either face-to-face or in terms of in-house company training in this important area of your business.
Marketing is a challenge to most businesses. Fortunately, the challenges can be addressed through training which involves the impartation of the critical mass of marketing knowledge, as well as role plays and case studies.
Recent graduates and diplomates can be inducted into the real world of marketing. On the other hand, experienced marketers can benefit from new insights and developments in the area. A marketing student who stops learning the day after graduation will be uneducated the day after.
PATRICK PARADZA IS A ZIMBABWE-BASED MARKETING AND SALES STRATEGIST AND TRAINER.PHONE 0773-215 671 E-MAIL pmparadza@yahoo.co.uk
