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There are two chapters on sales and marketing in this book which will give you lots of ideas and tips on how you as a business person can improve your selling and market your business. However, when it comes to opening a traditional bricks and mortar shop you need to have a very clear, predefined strategy of how you are going to promote your business.

For example, I was recently browsing through an online site that specialises in selling businesses. My attention was taken by an advertisement for a specialist independent bookshop that was for sale close to where I live and that I’d never known existed.

Although the subject matter the shop specialised in wasn’t really of interest to me, I was surprised that I had never come across this place. But what really did interest me was the amount of money the business had been spending on marketing itself. Compared to the turnover (the amount of money a business takes annually from sales), the costs of this marketing were huge.

Then I began to notice that the shop was advertised in every one of our local newspapers, business directories, free papers, and so on. However, until now I had never noticed their advertisements. While this may have been because I wasn’t interested in the subject matter the shop specialised in, I suspect it was more that the advertisements were poorly placed and failed to achieve their objectives.

When you’re thinking of taking your business to a traditional retail environment, don’t forget you’ll need to promote it, which is an extra cost that will always add up.

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