Get the pay-off from your efforts


The other day I asked a client how his new sales campaign was doing. Was the phone ringing? Did he see an increase in hits on his website? What was the percentage of inquiries that resulted in closing a sale? On the other end of the phone, there was dead silence. Hello? Anyone there? He hadn’t thought about measuring results! Finally, he asked, “How do you measure your successes?” More importantly, how do you measure your failures and make adjustments to move forward with your marketing and your business? If you determined why your sales increased by 20 percent last quarter, you can repeat that success in the future. Don’t forget to implement a tracking method in every marketing task you do. It is critical that you make sure you’re on the right track with your efforts; otherwise, you’re just throwing darts blindly and hoping to hit the bull’s eye.

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