The question comes up time and again. “How do I make those first sales”?

I am a business mentor, with many clients located in the greater Jerusalem region. In English or in Hebrew, over the past few weeks, I have been approached by a new non-profit organization, a provider of alternative medicine, a consultant, shops, and more. They all want to know the solution to that great secret: how to ramp up revenue, and quickly.

When working with these teams, it is often surprises just how many people are unable to ask even the most elementary of questions. For example: –

• What are they really selling? For example, McDonald’s is actually offering ‘ a fund family experience’, wrapped in unhealthy burgers.
• What is the market looking for? And frequently the answer is not price-centric.
• What are their strengths? Why should anybody buy from them?

The list is far more extensive. However, together what these probing thoughts add up is the construction of a branding policy. Yes, even the smallest and newest commercial outfits need to position themselves from the outset amongst their competition.

Just recently, I have been following Jonathan Gabay, who has launched a new book “Branding Psychology“. Gabay is often seen on BBC and Sky TV pontificating on how multinationals cunningly direct our purchasing habits. And while his book focuses on conglomerates, it has much to teach owners of small and medium sized enterprises (SMEs).

First, whatever your message, make sure that it is crisp and brief. The attention span of the mind of consumers can be measured today within a few seconds. People just do not have the patience for waffle. Just look at the adverts on TV, which seem to be shorter every month.

Second, the branding must be transparent. Internet, smart phones, wireless technology – they have all  conspired to ensure that false messages are whittled out very very very quickly. In today’s global market, if you are deemed a peddler of false services or faulty products, you are doomed for a decade………..unless you invest in an expert in reputation management on social media. The recent bizarre story of the New Zealand milk scandal has rammed home this lesson.

In any typical country, SMEs comprise over 90% of total productivity. So many owners spend their time running from one problem to another, putting out fires. A little bit more effort in creating a strategy and a strong brand should lead to a far more focused result, and that means healthy sales