A company with a dive in sales usually
goes through a few more less than graceful pikes
and twists before the inevitable bellyflop.
          In no particular order of panic these extra
acrobatic manoeuvres are listed below.
          1. Disbelief and carry on for the next sales
quarter and hope things will improve.
          2. Things do not improve so then the area
sales managers are sacked.
          3. Sacking the country sales director.
          4. Sending the sales team to a pricey
two week sales course in a wine region.
          5. Sacking the sales team.
          6. Asking new ad agencies to pitch.
          7. Sacking the marketing manager.
          8. Announcing a restructure in the hope
that the board and the stakeholders will mistake
activity and a ten fold increase in paperwork for
actually doing something about declining sales.
          All of which is rather unnecessary.
          Robust sales figures do not just decide to
go into an increasingly vertical dive position all
by themselves.
          Look for any recent changes, or unsupervised
staff inductions in your company.
          Like in the marketing department.
          We have worked with many, many marketing
departments over the years, and have yet to find
a single one lacking in enthusiasm, lacking the
willingness to put in the long hours, or is not staffed
by people wanting to do good.
          When sales dive, we invariable find newly
hired staff suddenly tasked with creating marketing
collateral are trying to do so without the necessary
briefing, experience, or skill.
          Where this experience, or skill, is something
they could not possess unless they had spent an
inquisitive lifetime in their position.
          A fresh thirty year old marketing person can
not match our thirty-four year experience.
          No amount of money spent on the very
latest design and layout software can impart a
generation of marketing experience.
          We can certainly help here.
          For many firms we are tasked with mentoring
their young marketing staff, giving them layout
design templates, giving them the messages to use,
giving them a briefing on their target audience, and
giving them the skills and confidence to continue
their work without our steady tiller hand.
          Such mentoring is something we enjoy doing
and are just as happy to guide, as create anew.
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Telephone +61 2 8356 9799.

In brief.
a. Robust sales figures don't go into a dive on their own, usually the free-fall starts with new hired staff getting the marketing messages all wrong.
b. Marketing staff, especially young ones, need to be properly inducted.
c. We can provide such initial and ongoing support with market briefings, e-brochure templates, corporate design templates, and mentoring of tasks.

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This page updated February 2010.

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