5) Making competitive analysis a low priority: Too many companies forget about their competitors after business plan has been written. They don't take time to review them on a periodic basis and try and figure out how to deliver goods and services differently, which in turn drives competitive advantage and a long-term sustainable business model.

6) Poorly thought out Investor Relations press release: Do companies actually think investors are just plain stupid and don't really read an IR (Investor Relations) directed Press Release carefully? Investors are typically very bottom line oriented - they want to know about revenue growth and real strategic partnership developments that help company grow and not much else. Just throwing fluff out in market and hoping this will drive investors to invest is just plain shortsighted stupidity.

7) Thinking any/all consultants know your business better than you: Reporters and consultants (including this one) have driven just as many companies into ground with bad advice as much as they have helped them - companies must realize a consultant is typically not down in trenches and they can make some bad calls - it's important to filter their advice.

8) Letting inmates run asylum - customers should help a company refine its product marketing strategy by working as partners. If engineering tells marketing "the customer doesn't really know what they want but we do" red lights should start flashing danger - company may be in serious peril and at very least need new focus and direction for product marketing.

7. Give customer a no-cost trial of product. Tell them you won't bill them for 30 days.

I realized I had stopped using my imagination. That's what you have to do. Not just when you hit bump on your easy street, but constantly. You must always be on guard. You have to be thinking -- what would turn you on to buy?

There are a lot of things you can offer, but there's one thing we can never forget - customer is boss. They control our income. So they must always be our first consideration. We can never just sit back and assume they will come and keep coming. We have to bring them and give them a reason to buy.

Make offer that's too good to refuse. If you don't give them a good reason to buy, bumps on easy street could throw your program into a ditch that will be too deep to get out.

Always remember first rule of sales and that is: You gotta give before you get.

--May you always walk in sunshine,

--Hal Archer

(c) 2002 Hal Archer. All rights reserved. Article reprint permission is granted provided entire article including resource information below remains intact and unaltered.

Hal Archer has built successful businesses, both on-line and off-line. His 30 years of direct marketing experience can help you. Visit his great site at: http://www.archnetsuccess.com