Page 12 - KZN Business Sense 11.1

NO SALES, NO BUSINESS

WHY MARKETING MUST PROVIDE A CLEAR PATH TO PURCHASE

Terry Flack, Business leads, traffic without transactions, do more than brand building.
Success Leader at and marketing budgets that feel As performance marketers,
Cannect Digital, more like costs than investments. we generally attribute 80% of
Performance Peter Drucker, considered to our marketing focus to lead
Marketer & Business be the “godfather of modern generation and only 20% to
Growth Specialist marketing” aptly puts it like this: brand building It seems almost
counter intuitive, but it works, if
“Because the purpose of
attended business is to create a customer, your sales funnel is a well-oiled
a business the business has two and only machine, starting with the most
I asterclass two basic functions: marketing important initial interaction
m
last with and innovation. Marketing and requirement; response rate. It
an iconic innovation produce results. All must qualify interest, build
business the rest are costs.” - Peter F. trust, remove friction, and
mentor by Drucker prompt action. When marketing
the name teams cannot explain how a
of Darren Marketing is not meant to exist campaign leads to enquiries,
Hardy (check out his book for its own sake. Its role is to drive quotations, or sales, the
The Compound Effect – game business growth (aka SALES.) business is effectively driving searches, social media ads, off buyers into long-term clients.
changing.) Darren got up on stage It should nurture a potential without a map. Over time, that billboards, print media, or word- And then, the golden chalice –
in front of thousands of students customer from first awareness lack of direction shows up in of-mouth. The goal is visibility having your clients refer you to
from around the globe and stated to a clear buying decision (and declining margins, inconsistent with relevance. new prospects. That’s trust!
this simple fact: “no matter what then enable and encourage repeat cash flow, and pressure on sales When marketing intentionally
business you’re in; you are in buying.) When that journey is teams to “close harder” instead Interest & Consideration supports each stage, sales
the marketing business.” Truth missing, marketing becomes of being better supported. Here, prospects explore further. stop being accidental and
that!! And if this principle is disconnected from sales, and For businesses facing rising They visit your website, read start becoming predictable.
clearly, strategically and culturally growth stalls. costs, tighter customer spending, reviews, follow your social When measured marketing
adopted by business leaders, their This is where the concept of a and increased competition, pages, or compare suppliers. moves from being a cost to a
businesses will be reframed for sales funnel becomes critical. marketing that does not directly Clear messaging, proof of value, measurable investment.
growth (and with the accelerated A sales funnel is not a digital support sales is no longer credibility and trust matter most.
adoption of AI – this is no longer a buzzword or a university theory. sustainable. The question is no That time is now. 
“nice to have.”) It is simply a structured path that longer “Are we visible?” but rather Conversion
moves a prospect step by step This is the decision point. M: +27 (0)84 555 0005
In business, there is a hard truth toward purchase. Every successful “Can a customer clearly see how T: 086 111 2939 (SA Sharecall Only)
many companies learn too late: business already has one, whether to buy from us?” A phone call, enquiry form, E: Terry@cannectdigital.com
visibility does not pay salaries. intentional or accidental. The WhatsApp message, store visit, or W: www.cannectdigital.com
Sales do. Yet across South Africa difference is that intentional A Simple Sales Funnel Explained online checkout. Marketing must
for Businesses
(and, in fact, the world), countless funnels are measurable, make this step obvious and easy.
businesses heavily invest in optimised, and predictable. And Think of a sales funnel as a Retention & Repeat Sales
brand building activities such drive growth – the core function guided journey, not a straight line:
as advertising, social media, of marketing and sales in ANY After the sale, follow-up
billboards and sponsorships business. Awareness marketing keeps customers
without a defined system that This is where customers engaged through email,
turns attention into revenue. The In today’s data-rich first encounter your business. WhatsApp, loyalty offers, or
result is predictable: likes without environment, marketing must Examples include Google after-sales service, turning once-

CREATE MEMORABLE MOMENTS

hether you are turning Take The Celebration Outdoor evening or a colourful cultural the celebration can continue be adapted to different types of
21 or celebrating a theme, a suitable tent can be regardless of weather changes. celebrations. It is not just about
For adventurous hosts, an outdoor
W remarkable 90 years, celebration offers a unique way decorated to suit your vision. shelter, it is about creating a space
a birthday remains one of life’s to mark a birthday. Tents provide Lighting, draping and table Host A Movie Night With A Twist where memories are made.”
most meaningful milestones. The practical accommodation, as well layouts can be customised, Turning a garden into a private If you are looking for a
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moments with the people who socialising and protection from comfortable seating, blankets, manufacturer, Sky Tents offers
matter most. unpredictable weather, ensuring the Wine Or Beer Tasting Experiences snacks and a projector, making the reliable, professional solutions
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impactful ways to elevate any Create A Gaming Tournament increasingly popular birthday rather than a casual get together. on +27 31 700 2863 and start
celebration is through a quality tent. Not all parties need loud options. If travelling between According to Mbatha, versatility planning a celebration that truly
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to lively themed parties, Sky Tents tournament using classic board own tasting at home is an excellent tents. “Our clients are always
offers a range of flexible solutions games such as Monopoly, alternative. A tent creates a refined surprised by how easily a tent can W: www.skytentsa.co.za
that transform ordinary spaces into Twister or Pictionary is a fun tasting environment, allowing
personalised celebration venues. and inclusive way to celebrate. you to set up tasting stations,
seating areas and food pairings in a
“Every birthday deserves to A tent offers ample space to set controlled and stylish space.
feel special, regardless of age or up multiple tables, snacks and
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of Sky Tents. “A tent gives people structured environ-ment that For those on a tighter budget,
the freedom to celebrate in their works well for all ages. a garden picnic remains a
own way, in their own space, charming and affordable option.
while still creating an atmosphere Host A Themed Dress Up Dinner A tent adds structure and
that feels professional, stylish and Party sophistication, while fairy lights,
memorable.” A tent makes it easy to bring picnic blankets and shared plates
any concept to life. Whether it
Here are some inspired ways to of food create a warm, welcoming
celebrate a birthday. is a vintage soirée, a black tie atmosphere. It also ensures

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