The following is a small sampling of 50 of the best sales and marketing principles:

1) Marketing communications programs must have measurable objectives.

2) Never develop a marketing communications program in the vacuum of one person’s brain. You get Arthur Fiedler symphony performances when you brainstorm with input from your key people, especially the salespeople.

3) Make sure you communicate in terms of benefits that prospects and customers will understand.

4) Winning a price war is a company-wide attitudinal battle. Managers will never win it alone.

5) Product knowledge enables salespeople to be spontaneously creative, which is the ultimate competitive edge.

6) Niche marketing is a narrowing process. Narrowing of potential buyers and narrowing the number of potential competitors, so the buyers in your niche perceive your mix of services to be sufficient value to justify the price they pay.

7) If you’re uncompetitive due to your cost structure, it’s the kiss of death. Get your costs in line with your competitors, or sell the business quickly.

Never stop believing in yourself and your abilities.

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