For most small businesses, highly effective marketing is a make-or-break necessity. It's really impossible for you to be successful without good marketing and sales techniques — that's what brings the dollars in the door. You've got to let people know about all the wonderful things your business can provide to them, which means that your business must first provide those wonderful things that people are willing to pay for. And that, in turn, means knowing who your customers are and getting so close to them that you can virtually anticipate their needs and desires.
Our discussion here is intended to introduce you to some of the concepts and strategies that professional marketing experts in large companies use and show you how they can be adapted to help your small business thrive.