Small Business Marketing: Are You Planning to Fail?小企业营销：你打算要失败？

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There's a saying that goes "If you fail to plan, you're planning to fail."有一个说，不用说： “如果你没有计划，您计划要失败的。 ”

Are You Unintentially Planning to Fail? 你是Unintentially计划失败？

I realize no small business owner has the intention of failing, but that's just what many do every day when they launch their small business without a marketing plan.我意识到没有小企业主的意图没有，但正是许多人每天都在发射时，他们的小企业没有营销计划。

As a marketing coach and trainer, I see it constantly.作为一个营销教练和教练，我看到它不断。 People who are so excited about opening their own business.人们谁是如此兴奋，开放自己的业务。 They're working hard.他们正在努力。 They're dedicated.他们正致力于。 They have a great product or service, and a small handful of clients who love them.他们有一个伟大的产品或服务，以及极少数的客户谁爱他们。

But They're Missing One Key Ingredient 但他们缺少一个关键因素

An ingredient that could very likely determine their success or failure.的一种成分，可以极有可能决定他们的成功或失败。

They don't have a marketing plan.他们没有营销计划。 They're out there "winging it" every day.他们是有“翼是”每一天。 Oh sure, they're marketing.噢肯定的是，他们的营销。 They're doing a little bit of marketing over here, and a little more over there.他们正在做的一点点营销在这里，和多一点在那边。

But what's guiding that marketing?但是，什么是市场营销的指导？ What are they trying to achieve?什么是他们试图实现？ Of course they're trying to get more clients or make more sales.当然，他们正试图获得更多的客户或更多的销售。 But without a plan they're typically just working toward short-term goals.但是，如果没有计划，他们是典型致力于只是短期的目标。

Short-Term Goals Won't Sustain Your Business Long-Term 短期目标将无法维持您的企业长期

If they need more clients or sales this month so they can cover expenses, they focus on getting those immediate clients or sales.如果他们需要更多的客户或销售本月使他们能够支付的费用，他们侧重于那些直接获得客户或销售。 But they're not doing anything to ensure the long-term success of their business.但他们没有做任何事情，以确保长期成功的业务。

According to Entrepreneur Magazine, 80% of all new businesses fail within the first five years.根据企业家杂志， 80 ％的新企业失败的第一个五年。

In "The E-Myth Revisited" by Michael Gerber, he talks about a common mistake made by most small business owners: working IN their business instead of ON their business.在“神话再”迈克尔格伯，他谈到一个共同的错误所作的大多数小企业业主：在他们的业务而不是对他们的业务。

Are You Working IN Your Business Instead of ON It? 你是工作在您的企业不是吗？

Without a plan you are working IN your business.如果没有一个计划你的工作中您的业务。 You get up everyday and do what needs to be done to make today's clients happy, to fulfill today's sales orders and if you have time you spend a little time trying to get tomorrow's new clients.你每天起床做需要做什么，使今天的客户满意，履行今天的销售订单，如果您有时间您花很少的时间试图让明天的新客户。

But, if you choose to do as Michael Gerber recommends and work ON your business, one of the first things you should do is create a marketing plan.但是，如果您选择这么做迈克尔格伯工作的建议和您的企业之一，第一件事你应该做的是建立一个营销计划。

Identify what you want to achieve with your business in the next year, then set some goals and create a plan to achieve those goals.确定你想要实现你的业务在未来一年，然后设定一些目标，并创建一个计划来实现这些目标。

When you have a marketing plan, you have a step-by-step map to reaching your goals.当你有一个营销计划，您有一个逐步的地图达到自己的目标。 And when you take the time to work on your plan as well as work IN your business you are focusing on creating long-term success while you're servicing the daily needs of your business and clients.当你花时间去工作，你的计划以及工作您的企业您是侧重于创造长期的成功，而你的日常服务需求，您的业务和客户。

Having a plan is the only way I know to maintain your focus on long-term success and know what daily steps you need to take to achieve that success.有一个计划是唯一的途径我知道您保持着眼于长期的成功和了解每天的步骤，您就可以做到这一点的成功。

A Marketing Plan Does Not Have To Be A Big, Thick Document 营销计划并不需要大，厚文件

If you don't have a marketing plan, now's a great time to create one.如果你没有营销计划，现在是一个伟大的时间来创建一个。 And if you're concerned your plan needs to be a document as thick as the Bible, let me put you at ease.如果你担心你的计划需要有一个文件，作为厚的圣经，让我把你放心。 It absolutely does NOT need to be.它绝对不需要。 Your plan may only be a couple of pages.你的计划可能只是一对夫妇的网页。

The key is to make sure it addressed your goals and a step by step plan to achieve them.关键是要确保它给您的目标和步骤，按部就班的计划来实现这些目标。

(C) Copyright 2005 Debbie LaChusa版权所有（ C ） 2005年黛比LaChusa

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