For more than two years I’ve championed the concept of growth through leveraging marketing assets that already exist within companies. Business capital doesn’t have to come from third-party sources such as venture capitalists, bankers, or other financiers.

Unfortunately this concept is a hard sale to make.

What got me thinking about this is last week I was conducting an exploratory session with a new business owner. One of the topics that came up was how tough the credit crunch has made it for businesses to get financing. He was at his ropes end, ready to go under after just months of trying to dig solid roots.
He had spent the better part of his company’s short history chasing bankers and lenders. Now that the credit crunch had hit, he was suffering.

Sometimes There’s Little Choice…

Start-ups may not have much choice. But for everyone else there are better options.

The easiest and fastest way to increase operating capital isn’t to ‘beg’ bankers for money. Outside business financing should be the last option.

Most people balk at this thought though. I know. I worked in banking for ten years.

The idea of leveraging marketing assets never occurs to business people. They have been conditioned to think the money must come from someone else.

This is a mindset problem. And that’s the way bankers and finance companies want you to think.

Why Bankers Hate Us…

Imagine if every business on earth suddenly turned their focus to internal growth through improved marketing. The bankers and business financiers would go crazy. They’d call you a fool. To them, the one source of ’sure money’ is them.

Lets be honest. If they didn’t take this approach fewer businesses would borrow money. And they’d be out of a job.

So they use propaganda to convince the entire nation that the ‘normal’ way of growing is to go into debt. This is a win/lose proposition.

Sure, if you’re just starting out and have zero operating capital and have no relationships of any kind with vendors, clients, peers, or others you may need to consider financing. But still, it isn’t the first option. A better option is to leverage marketing concepts that don’t cost money. Or that cost very little money.

One of the ideas I gave to the business owner I was speaking about, was to leverage relationships with other business owners and decision makers who are in a position to generate immediate sales for his company at no cost to him.

Custom Choices

That is just one way to go about it. There are hundreds of other ways to increase sales and operating capital through marketing leverage. None of which are affected in the least by the credit crunch.

Plus, leveraging marketing assets frees you from feeling like some second rate citizen begging for money.

So for every company I run into that is thinking of borrowing business capital, I tell them to put the idea on the back burner for now. Instead take a look and determine if their company can immediately leverage its existing marketing assets for increased capital — without borrowing.

Marketing Leverage Is More Sound Of An Investment Than Hoping To Get Money From A Tight-Fisted Banker Or VC

There’s a world of difference between infusing new life into a company through leveraging marketing assets that already exist within companies and giving up full or partial ownership and control of a company through external finance companies and VCs.

If you’re smart enough to know that growing a company through smart marketing leverage is as important to generating immediate cash flow, if not more so, than seeking outside investments, you’ll want to give us a call. That way we can ask about your situation and see if we’re a good fit to schedule a more formal presentation or meeting.

You want cash flow strategies that generate fast and immediate sales increases — anything else just won’t do. And you want proof customized strategies will work in your company. That’s why we’ll be happy to propose in writing a specific way for us to prove these capabilities to you. So you know what to expect if we work together at increasing your business.

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