When times are good, businesses get by with a lack of systems and controls, and owners think everything is OK with their business. And when a downturn comes along, panic sets in. Here are some questions to ask yourself when facing hard times, actually even if times are good. This is a list of questions which every business owner or management needs to ask and answer as objectively as possible. The answers will directly point to weaknesses in the business, and solutions will become suddenly visible.

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The ability to make an effective presentation is an important, yet often overlooked, skill. 

How often have we had to sit through a presentation where the presenter puts up slide after slide and fumblingly reads through line by line.  Is there value in this?  I think not.  You may as well email the presentation to the attendees.  So what makes a good presentation different from a mundane one?

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Unlike many skill sets within an organization, marketing is primarily a soft skill.  So, obviously, when hiring a marketing person, soft skills should receive priority. Some basic things to look out for:

Demographics: 

Is the person being interviewed comfortable with communicating in the local language of the area they are being hired for?  And, of course, also comfortable with spoken and written English?

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In the hustle to sell, the aspect of professional ethics in marketing is often overlooked.  However, this is a critical element if one wishes to achieve consistent success in marketing.

Professional ethics in any field demands that we be honest and truthful with the customer and with ourselves.  We should neither overstate the merits of our product nor undermine or run down a competitor’s product.

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