The NAKED Marketing Company

Andrew runs an office furniture and peripherals business. It’s a family affair, founded in 1978 by his dad, who still puts in a couple of days a week.  Originally interested in coming to my Cold Calling For People Who Hate Cold Calling workshop, Andrew invited me in for chat about what else he might do to increase sales in a time of cutbacks and shrinking markets.

Tucked away in his cramped office full of shiny new desks at the back of a shop in a cobbled side street, we talked about how he’d been working hard to keep the business in the black. He enjoyed going out and meeting past and present customers – even sometimes driving the delivery van – but he didn’t get time to do that these days because he needed to be fully focussed on managing the business and he couldn’t be in two places at once.

We talked about having a database that identified high value versus low level customers so as to know where the most profitable marketing and sales effort should be directed. We talked about direct mailers and newsletters as a means for keeping the business in people’s thinking. We talked about the value of occasional publicity and PR, about what office furniture exhibitions he might attend and about putting on seminars for the local business community.

It wasn’t that Andrew didn’t know what to do about marketing and growing his business; he had a pretty good idea what he wanted to do, he just didn’t have the time, effort, energy or resources to do it. “There’s only one of me,” he said, “and I can only do so much.”

What Andrew really needs – and here he has much in common with many other owner/managers of small business that I meet, am consulted by or work with – what he needs is something he can never have: another 12 hours in a day. Either that, or another him in the business.

Send in the clones!

1. Spokane SEO Consultant says:

   January 30, 2012 at 10:15 am

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2. admin says:

   February 3, 2012 at 10:10 am

   Martin Dale, Management Consultant, Financial Services. Hemel Hempstead:
   Your comment is so true. The problem we often find, however, is that many SMEs that are family businesses and know they could do some of this stuff themselves if they had time.. aren’t prepared to pay someone to be another ‘them’ !
3. admin says:

   February 3, 2012 at 10:10 am

   Alan Hine, recruitment specialist:
   Philip…I think Ive commented on one of your other posts…And recognise the situation you describe Martin.I often see a reluctance to invest in the necessary skill levels to professionalise roles in SMEs and sometimes I meet people who quite simply havent got the time to invest in a proper recruitment process…Sometimes too I feel SME owners dont want to hire people who challenge the status quo….
4. admin says:

   February 3, 2012 at 10:10 am

   Mick Gains, Director, York:
   One option which they could consider is that of a ‘sweat for equity’ arrangement. It is something I personally have been involved in and which has suited both myself and the the business owner/s I have worked with.We have determined a mutually agreeable input from myself in return for a percentage of the business including.an opt out clause for both parties. The package made up of a combination of strategic business planning, management support as and when required, specific project work, and an enhancement to the decision making process at Board level as a formal or informal Non Executive Director. From my experience the fresh pair of eyes,impartiality, complimentary and non competitive skills and experience to apply to the business challenges are invaluable to SMe’s and family businesses. Along with the benefit of reliance on an additional pair of safe hands with honesty and integrity to deal with the ‘too hard to deal with basket’ can prove a real asset to any commercial operation. Whilst such a decision cannot be taken lightly the resulting increased performance and growth can make this a self financing and cost effective solution.
5. admin says:

   February 9, 2012 at 5:00 pm

   Mike Mattok BA ACA CTA MIFT MABRP, Management consulting, Halifax:
   I totally agree with Mick’s slant. My own background has been with cash strapped businesses where often I have had to work on success fee related arrangements to return them to commercial and financial health. I also undertake these kind of arrangements with companies that are stagnating and need to be energised and re-vitalised to generate profits and growth. It is amazing how quickly the turnaround techniques honed in the distressed market can generate stepped change with a non distressed business.
6. Peter Bailey says:

   February 10, 2012 at 1:28 am

   Wow how many times have i said that to my wife in the last 6 years. After trying to merge with someome last year to obtain sales and admin backup and left out of pocket I need that clone asap as ther eis only so much of me to go around beyond the 70 hours a week or so I already undertake. But as a Technical fire design Engineer how do I find someone so clued up with drive and ambition that i can trust, not easy.

   Regards
   PB B Eng Hons Fire Engineering UCL