Are these the most important skills in business?

When it comes down to it almost everyone has valuable skills. You know things that other people don't. You've had experience that would take years for others to obtain.

And it's not really difficult for you to turn your experience, skills and knowledge into a product. There are random businesses all over the place that I never would of dreamed of. Did you realise there are many different internet businesses selling guides on "How to build a chicken coup."

Not just one... several. Someone had the knowledge of how to build a chicken coup and found that others wanted that knowledge. They now make thousands of dollars a month selling this information.

But obviously there's a catch

They make thousands of dollars selling the information. If they don't sell it... they don't get paid. And that's why I believe sales and marketing are the most important skills in any business.

Sure - your unique products are important - but without good sales and marketing your business will disappear from the face of the earth just like millions of others around the world. This means I believe all business owners should be improving their sales and marketing skills. Ignoring this fact is simply disastrous for your business.

Who makes the cash register ring?

In some businesses marketing is seen as an expense. It's just something that has to be done and is roughly equal to flushing money down a black hole. This attitude is downright dangerous.

Marketing is something that affects every facet of a business. It's involved every time a prospect or client has anything to do with a company from seeing an ad to after sales service. Everything is marketing and marketing is everything.

Without it... the cash register doesn't ring and the business dies. End of story.

Who is your most valuable employee?

Dan Kennedy tells the story of doing marketing consulting for a company and being called into the CEO's office one day. The CEO explained they had run the numbers and worked out they were actually paying Dan more than the CEO's own salary. Dan simply explained that there's a reason for that... without him they wouldn't have any sales and the CEO would have nothing to do.

If you have someone that brings you sales... look after them! But be aware that this person should really be you... the business owner. If you have to hire someone  to bring in sales then you're in a very bad position if that person ever leaves.

And yes... I'm talking about myself here too. If you bring me in to increase your sales you better pay attention to how I do it because at the end of the day... it's your business. While I work hard for my clients and want them to succeed I'm not invested financially in your success... because I can always bring in more clients who want to learn from me.

Teaching a person to fish

I have no interest in creating your marketing for you. The only reason I actually consult with clients is because it allows me to keep my skills sharp in the real world. I also enjoy the challenge of a new market, product and business.

What I really want to do is teach you how to market your own business because I know this is the most valuable skill I can ever give you. Plus I can offer my knowledge at a much lower price to more people and achieve a longer lasting result. And I save you years of study by condensing it into the essentials you need to know to improve your business.

What you do next

Realise the importance of what I'm saying and make a commitment to yourself to improve your sales and marketing skills. And if you haven't signed up for my 12 Hour Sales Booster course - which will teach you some of the most valuable skills you will ever learn in just 1 hour per week - then I really don't know why you're spending time on this blog.