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icy. Pearson Education Ltd, Harlow
Stokes, D. and Wilson, N. (2006) Small Business Management & Entrepreneurship, London, Thomson Learning.
Whitmyer, C. and Rasberry, S. (1994) Running a One-Person Business, Berkeley: Ten Speed Press.

 

 

 

 

 

 

 

 

 

MARKETING FOR ENTREPRENEURS

Unit 7   Branding, Sales and Selling (1)
      
Aims and objectives
• To be able to appreciate the challenge of sales and selling for owner managers
• To understand the likely challenges for example in relation to branding
• to highlight some of the organisational issues includes writing for sales
 
 

Bibliography
Barrow, C. (1993) The Essence of Small Business, London: Prentice Hall
Burns, P. (2007). Entrepreneurship and Small Business. London, Palgrave.
Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995) Marketing and Entrepreneurship in SMEs: an Innovative Approach, London: Prentice Hall.
Dodge, H. R., and Robbins, J. (1992) 'An empirical investigation of the organisational life cycle model for small business development', Journal of Small Business Management, 3, 1, 27-37.
Stokes, D. and Wilson, N. (2006) Small Business Management & Entrepreneurship, London, Thomson Learning.
Storey, D. (1994) Understanding the Small Business Sector, London: Routledge
 
MARKETING FOR ENTREPRENEURS

Unit 9 Branding, Sales and Selling (2)

Objectives:
To understand some of the key issues in sales and selling
To be appreciate the significance and influence of these as aids to small business activity

Activity: Writing for Sales and Marketing

When we think of sales and selling, we tend to think of two people sitting together in a room and talking to one another, perhaps one being relatively passive and the other active. If our background has been in business-to-business sales, we might instead think of a small group of people doing this.  The process seems to be one that is essentially personal and oral.  However as we all know, this is a simplistic view, and a huge amount of supporting activity can go into the transactions before and after such face to face engagement.

Supporting materials, activities and resources for sales can include:

Brochures, catalogues and leaflets
Proposals and bid documents
Letters
Emails
Web pages
Telephone calls
Laptop computer, mobile and other accessories
‘Contact manager’ database
Business cards, letterheads, compliment slips and so on
Attendance at conferences, seminars, workshops and so on

It goes without saying that any sales activity should be integrated and feature both personal and non-personal approaches.  The context may be critical, but in some sectors SMEs are not likely to find mailshotting very effective.  As one consultant said, talking about the personal networking approach.

And when we looked then at all the other means that we’d tried by making contacts with people in special interest group seminars etc. sending off letters cold sending brochures out we had a zero percent effect.  And we are in the situation now where we are not too sure what the hell to do about it.
 - software consultant A

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