Convincing your boss on an effective small business marketing plan

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Namrata Kath Hazarika | 03 Jun, 2011
Small and Medium Enterprises (SMEs) are the ones faced with immense constraints when it comes to accessing finance, due to which SME owners usually show reluctance to part his or her hard-earned money into a new marketing idea.

So, to convince the boss for executing a new marketing plan, which requires investment, experts tells SME Times how a manager can convince his or her boss by using few proven sales, small business marketing strategy and effective small business marketing plan, which can help them to persuade their boss to invest potential money in promotion and marketing activities.

David Wittenberg, CEO, the Innovation Workgroup said, "In Indian SME’s, by tradition, much business is done through personal relationships. Rather little business is generated through impersonal media such as newspaper, postal, television and radio advertising."

"One way to overcome the resistance of managers is to run a small, inexpensive test rather than a large, expensive campaign. Once you can prove that the test has generated positive results, it will be easier to convince the boss to spend more to expand the campaign," he added.

It is essential to clarify the revenue goals and return-on-investment they will procure, he said, while adding, "Bosses will invest in marketing when they are convinced that the investment will pay off. Your job is to make a strong case that the boss will be satisfied with the results of the marketing campaign that you want to launch."

Experts says that for success of any project plan, it is always requisite to know the answers of few questions like, how much growth the business made in the corresponding year; the percentage of the target market; number of customers you would like to attract; the area in the business where you see the potential for growth and so on.

Wittenberg said, "All of these steps are necessary to win the boss’s approval for a new marketing campaign. However, they are not enough. Marketing, perhaps more than any other business expenditure, is an emotional choice."

"Only the costs are known for sure; the results cannot be predicted with accuracy. Therefore, when you present your proposed marketing plan, the way you present it is very important. You must build confidence in the plan so that the boss will endorse it," he added.

Further, Anil Saini, Marketing Manager, Innovo Thinking Enterprise Pvt Ltd also added, "You have to show the benefits you will be getting out of the investments in terms of money and of course the brand image enhancement."

"The focus on the choice of medium is of utmost importance. Apart from this the target segment should be clear in your mind. You should always think for a long-term perspective of the organization. Core values and beliefs should always be there in your mind," he added.

Our experts also mentioned that while having an interaction with boss on any business development strategy, it is necessary to be ready with predictable objections as most successful entrepreneurs believe the idea about 'fewer expense means greater profitability'.

Sharing about an experience of convincing a customer on a marketing plan, Wittenberg said, "I once got a client who came to a workshop I was leading. He showed me a new product that was remarkably good. Unfortunately, he had not figured out how to market it."

"I was able to convince him to advertise the product because I was a professional with successful experience. Our test went well, and within 18 months, sales had risen to $2 million," he added.

"If you are having difficulty convincing your boss to spend on marketing, you may wish to invite an experience professional, such as an advertising agency representative or marketing consultant, to present with you. Such a person may have more credibility in your boss’s view," he further added.