Why Your Small Business Needs a Sales Strategy Before Marketing

Many small business owners and marketing professionals today find themselves caught in a cycle of endless social media activity. They focus heavily on 'likes' and 'shares' while shying away from the one thing that actually keeps a business alive: Sales.

In my 25 years as a sales and marketing specialist, I’ve noticed a growing trend: people are proud to call themselves business owners, digital specialists, or authors, but they shudder at the word 'salesperson'.

It is time to reframe that thinking. If you want to achieve ongoing success, you must embrace a sales-first approach. In fact, as I discuss in my new book, Sales Before Marketing, getting your sales foundations right is the only way to maximise the return on your marketing investment.

Why 'Sales' Needs a Reframe

The word 'sales' often carries negative connotations of being 'pushy' or selling things people don’t need. But when done correctly, sales is the exact opposite. 

To me, being a salesperson means:

• Helping people: Identifying a client’s business difficulties and offering a genuine solution.


• Active listening: Understanding a customer's needs rather than just waiting for your turn to speak.


• Strategic investment: Helping clients 'speculate to accumulate' by providing services that generate revenue and progress their business productively.

Sales isn't a dirty word; it is the air a business needs to breathe. Without revenue, even the most creative marketing campaign is unsustainable.

The Three Cs of Effective Sales: Connections, Creativity, and Communication

Reframing sales requires looking at it through a new lens. I believe sales is a powerful combination of three core pillars:

1. Connections: Forming and nurturing strong business relationships.


2. Creativity: Introducing a tried-and-tested sales process both online and offline using innovative methodologies.


3. Communication: Delivering your message effectively across multiple platforms to reach the right audience.

When you weave these three elements into your business strategy, you stop 'selling' and start building a sustainable brand.

Putting Sales Foundations First

If you haven't yet implemented a formal sales plan, my advice is to temporarily look past the hype of AI and the latest digital crazes. Unless you have solid sales foundations and a clear strategy in place, those tools are often pointless.

In my book, Sales Before Marketing, I outline how small businesses can create these foundations. It covers:

• Developing a strategic sales planning process.
• Aligning low-cost marketing activity with your sales goals.
• Understanding the functional differences between sales and marketing to maximise your ROI.

Local Opportunities: Networking in South London

One of the most effective ways to build 'Connections' is through networking. For small businesses, in-person communication is vital for both revenue and wellbeing. 

If you are looking to grow your network, I highly recommend looking into these organisations:

• The Federation of Small Businesses (FSB): Excellent for both online and offline support.


• Zoco Networking: A fantastic group for national and local connections.


• Bromley Ladies Who Latte: A welcoming group in South London for women who may be hesitant about traditional networking.


• The Business Show London (Excel): Coming up this November, featuring excellent speed networking sessions.

Beyond the Boardroom: Creativity and Communication

Success in business isn't just about the bottom line; it's about the humans behind it. This month, we celebrate National Poetry Day (2nd October) and World Mental Health Day (10th October).  Communication is at the heart of everything I do—whether that's writing poetry or raising awareness for mental health. You can even check out the National Poetry Competition if you're feeling inspired. Organisations like Mind, Rethink Mental Illness, and the Mental Health Foundation, alongside local initiatives like Let’s Talk Better, remind us that speaking up and sharing conversations is essential for a healthy professional life.

Take the Next Step

Are you ready to stop shying away from sales and start growing your business? 

Let’s pull together to get your sales strategy right. After all, sales is the foundation that allows your marketing to truly shine.