Don't rely on marketing aloneWritten by Denis Fourie
To many entrepreneurs go and spend money on marketing, then sit back in their chair waiting for the phone to ring or the emails from potential customers to come through.
This overreliance on marketing can be the downfall of any start-up or even established business. How many email marketing messages do you get a month? How many of those companies do you buy from? Exactly, most of them end up deleted in your spam folder.
Your job as an entrepreneur is to go out there and create opportunities for your business if you ever want to be successful. Sitting behind a desk delegating to others has never made any start-up entrepreneur successful. Would you rather not have the fate of your business in your hands than relying on those you pay a fixed salary too?
Make no mistake, every business needs marketing and should be spending on it, but as an entrepreneur you should not rely solely on marketing and dismiss the power of direct sales and networking. You still use marketing collateral in direct sales and networking, but you aren’t just relying on customers phoning you, but rather going out there and finding customers too, increasing your chances of success exponentially.