It is true that you can have sales at your business without

ever spending a dollar on marketing. It is true that

customers may find you even if you never advertise.

However, it is not true that your company can be

successful or profitable working in this way. While you

may not feel that you have the available funds to market

your business, you must find ways to make those funds

available.

Instead of thinking of your business as the owner, try

looking at it from a customer's perspective. You can do this by

thinking of situations where you have been the customer. For

example, what if you needed to hire an electrician for your

home. Most likely, you will begin looking for a professional by

consulting the internet, the telephone book, or local

advertising.

In the process of looking, your eyes are going to be drawn first to

the actual advertisements. If an electrician took the time

to place even a small advertisement for their company in

the yellow pages of the phone book, you are sure to notice

them first.

If a professional took the time to advertise in local venues, you

will most likely remember their name when you need them.

As a customer, how many times have you discovered an

individual phone number among the regular listings of a

phone book? The electrician who did not market will be hard

to find, and most likely, you will go with one that advertised

since you will feel they present a more professional image.

Now that you have thought of marketing from the

customer's perspective, step back into your own shoes and

think about your business. How many customers are you

missing simply because your phone number and business

name is lost among listings? How many customers are

choosing other companies because they felt the company must

be more professional since they took the time to advertise?

As you can see, your sales are directly affected by the

amount of marketing you do. Whether you choose to

market via phone book or newspaper advertisements, or you

choose to send out brochures and flyers, you will definitely see

a jump in your sales.

Marketing is vitally important to your business, and

you will quickly see that sacrificing to free up funds to

pay for marketing will gain you a much better cash flow

in the future. The marketing process will quickly more

than pay for itself.