Last year, one of the mapping companies I consult for that showed the locations of Papa survey, hired a marketing expert to be in charge of their sales department. The marketing expert in question has all the right qualifications. She has a Bachelors’ degree in Business Administration, and an MBA with specialization in marketing. Yet, one year down the line, she doesn’t seem to have made any headway. The company’s sales haven’t improved: actually, there seems to be a decline in figures. It is against that background, then, that I was called to ‘sit down’ with the lady (the marketing expert lady), and try to troubleshoot the issue.
What emerged in the course of my discussion is that she was having a very basic problem. The problem is in that she is unable to identify real potential buyers of world maps, and proceed to close deals with them successfully. This was an ‘aha’ moment for me. It led me to the realization of one poignant fact: that having solid business education credentials (including a marketing-oriented MBA) doesn’t necessarily equip you adequately when it comes to something like identifying real potential buyers for world maps. To be able to identify real potential buyers of world maps (and proceed to close deals with them successfully), you actually need to have a basic understanding of how the mapping industry works. You need to know which categories of people have needs for maps, what they use the maps for, what the ideal types of maps for the various categories of buyers are… and so on. Without an understanding of these things, you will struggle in identifying real potential buyers for world maps, and in closing map purchase deals successfully.