Web Business Marketing Blog

The surest way to bankruptcy?

Why all the marketing hyperbole?. Experts tell us we need to be the ‘best in the world at what we do’, which can trigger ‘exponential sales’. But in a manufacturing business, exponential sales may be the surest way to bankruptcy, as you find yourself challenged to finance increasing working capital requirements.

Do we need to be the best in the world in marketing? If our product would be high quality, reasonable priced, always on-time, in unlimited quantities at the snap of a finger, would we even need a sales force?

Let’s take construction, a sizable part of any economy. Do you really want ‘best in the world’ architects and contractors? And will they be satisfied with anything less than the next award-winning building? Will they deliver in-time, or just be too busy with the many projects that keep successful people busy? No, in construction, what we want is solid professionalism.

Or let’s take energy, probably an equal sizable part of any economy. Would we even know if we had ‘the best supplier in the world’, and would it change our life? What we need is a utility that is reliable, reasonably priced, somewhat responsive and maybe does some efforts towards green energy.

I suspect in many businesses, the main issue is to be a reliable partner for your customer through the years, going together through business cycles.