Classic Marketing Mistakes Of Small Businesses

Marketing mistakes

I was reminded of the classic marketing mistakes small businesses make on a recent family holiday in India.

In India, you know you’re going to get constantly hassled by people trying to sell you cheap tat.

Their approach always reminds me of the marketing mistakes of so many small businesses, which is why so many struggle.

  1. They approach anyone and everyone.

The first rule of marketing is to clearly identify your target audience as precisely as possible and then build your marketing to appeal directly to that audience.

They try to sell to anyone who happens to be in the vicinity.

  1. They sell too early.

Customers need to know, like and trust you before they will buy.

Obviously this isn’t possible for these guys. They have one chance and if they don’t sell first up, they never will.

And the sad fact is that they very seldom do.

  1. People buy benefits not features.

Now precisely how they could sell the benefits of a carved elephant or a bunch of gaudy bangles I’m not sure.

But again the point holds good.

You’re unlikely to be successful if you’re just selling the item without explaining how the customer will benefit and how it will solve their problems .

  1. They don’t differentiate themselves

In a crowd of hawkers they’re usually all selling the same thing.

If everyone’s product is basically the same why should I choose one over another.

In your marketing you need to differentiate yourself from your competitors.

You do this via the product itself, elements of your service or pricing so that there’s a real reason to choose you.

  1. They have no pricing policy

Classically a hawker will start at an unrealistic price and will rapidly come down.

Now I’m not saying that you should never negotiate, but you must retain your credibility during the negotiation process.

Used correctly, pricing can be a fantastically effective marketing tool.

Unfortunately too many people get it wrong and end up giving their stuff away too cheaply.

So there you have five classic marketing mistakes that small businesses so often make.

But assuming you’re selling a quality product, I can help you get all these points right.

Just give me a shout on mikejennings@marketingsurrey.co.uk or call me on 01483 200387.