A “Failure to Commit” To Business Strategies

Posted by John Park on Dec 13th, 2009
Dec 13

After working with both large corporations and small businesses, there are a number of distinct differences I have noted when it comes to executing marketing strategies.
One glaring example is what I call the “Failure to Commit.”  Smaller companies have a very difficult time coming up with a marketing plan and sticking to it.  And as a result, each plan which sounded brilliant in the conference room when conceived, never gets an opportunity to come to fruition.  When a plan doesn’t deliver almost immediate sales results, it is put to death and a new plan is put in place at the next marketing meeting.  It’s the ultimate in stopping short of the goal in a business environment.
Why does this happen in small business?
It’s the owner.  Because finances at a smaller company are tied closely to the owner’s personal finances, it makes him or her react emotionally rather than logically.  To put it simply, when they see money going out the door and they don’t see short term sales returns, they get scared.  And when they are scared, they start questioning themselves as well as everything or everyone around them.  When this perfect storm occurs, they also place very little value on mid-to-long term goals and the step-by-step building which is required for marketing value is brought to a screeching halt.
Over time, marketing strategies tend to look like a zigzag of failed attempts instead of any tangible or measurable business trends.  The irony in all of this is that small businesses will probably spend more money over time because every new attempt requires an infusion of cash.
In a corporate environment, this emotional factor is absent because the decision makers in marketing are focusing on the plan only and have no personal finances attached to their decisions.  And as a result, they are able to objectively see a strategy through and commit to the value it has promised to deliver.  This of course doesn’t mean that each plan is wildly successful.  It just means that they stick to it long enough to get an answer–one way or the other.
As you plan your marketing strategies and budgets for 2010, think about your level of commitment.  Do you have a problem with commitment?  You might have a “Failure to Commit” issue.
I hear often “I’ve built this company over 20 years and we’re successful as a small business.  We just need your help getting to the “Next Level.”
Commitment to your plans and avoiding the zigzag is at the CORE of getting to that NEXT LEVEL.

Until Next Time…

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2 Responses

  1. Twitter Trackbacks for Biz Crusader » A “Failure to Commit” To Business Strategies [bizcrusader.com] on Topsy.com Says:

    [...] Biz Crusader » A “Failure to Commit” To Business Strategies bizcrusader.com/2009/12/a-%E2%80%9Cfailure-to-commit-to-business-strategies – view page – cached Blog source for small business marketing, online marketing, advertising, online advertising, strategy, branding, technology, internet, news and advice via business tips, expertise and editorials [...]

  2. Girlie | Brochures Printing Online Says:

    I agree. Consumers are already bombarded with false advertising every single day and you wouldn’t want to be one of them. Give customers a commitment you can truly keep to avoid disappointing them and hurting your business. Better lay down all your objectives first before you proceed to your marketing strategies.

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