marca strategy news & views
October 11, 2012
Don’t be taken hostage

Every company needs good people. The smarter and most efficient employees you can get the better.  After all, these are the people who will design, create, sell or deliver your products or services. 

Trying to get and keep smart people is a very smart move. But you don’t ever want to be in a position where you are hold hostage by your own people. I don’t mean unions.

Many industries are relationship based, specially if you have a high priced commodity to sell. In this case the relationships your sales team have become crucial. This situation can be very difficult for any company but specially for a small business trying to compete with big players. It’s hard to lure strong sales people to a small company. You may not be able to afford them or to even get them in the first place.

In this case, more than ever, a strong marketing strategy becomes even more important.  Your company has to establish itself in the market place. You must create market awareness and product differentiation in order to even be considered as a competitor.

A strong marketing strategy and implementation can position your company and help penetrate the market place resulting in increased market share. 

Don’t give up in getting the best sales team you can, but don’t forget to create a voice and a presence of your own and don’t become solely dependant on the team you have.


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