Nicholas Watkis

The Post Virus Recession

The economic effect of the covid19 virus pandemic will be world-wide. The situation is unprecedented in every country where the economy has been locked down, so that commercial and cultural activity has ceased by order of their respective governments. Economic life depends on the circulation...

Do your customers really matter?

Do your customers really matter or are they merely an inconvenient cash cow and means to an end? The prime responsibility of a commercial manager is the production and maximisation of profitable income for the long term future of a business. Profitable income is produced...

What goes around comes around

The Chartered Institute of Marketing has recently published the first part of a new survey, titled “The impact of marketing part 1 - the mission for marketing”. The basis of the report is that marketers feel under-appreciated for their contribution and find it difficult...

You may not be trading, but you are still in business

Commerce and business in general has been effectively shut down throughout the world as the result of the Coronavirus pandemic. Many businesses in retail, business to business, and hospitality have been forced to close for an indefinite period, because of the virus. Some of...

Stuff Happens

Donald Rumfolt said there are things we know we know. ... But there are also unknown unknowns—the ones we don't know we don't know. When dealing with the things we know, we can plan accordingly, but however good business or marketing plans may be,...

Top Down or Bottom Up?

How does your business and marketing department operate, - a top down command structure or a bottom up approach? A top down approach can ensure the direction of objectives policy and procedure, but it can also incur stagnation, slow reaction, and stifle innovation. Successfully getting...

Is your business successful? – It depends what you measure

Is your business successful? It depends how you define success. Is it the size of your market share, or the share price? Is it the number of hits on the web-page, or the number of likes on social media? Is it the amount of...

Customer service and Marketing should not be in separate silos

A recent short but interesting article in My Customer (14Oct19) entitled Why service and marketing should have a shared budget highlighted again how commercial activities in many businesses still operate in a silo mentality. The article went on to suggest “that marketing spend...

Who has the need and is it a problem?

The”Dragon’s Den” is a very successful television series. Every week, would be entrepreneurs bring their products seeking to entice the star “Dragons” to invest their money into a new venture, in return for a small amount of equity in the new business. In many cases,...

Are profits still a good thing?

A recent video on the Financial Times website was entitled, “Are Profits Still a Good Thing?” The video was concerned about investment, but it made the point that in some places the profit motive itself is under attack for fostering inequality, as well as...

Is your knowledge based on fact or assumption?

It is a general observation that most of what people claim to know as fact, is based on hearsay, prejudice, “common knowledge”, the internet and other untested and unproven sources. Unless knowledge has been acquired through direct education or verifiable sources, the greater...

Are You Prepared For the Unexpected?

The whole purpose of business and marketing plans is to prepare for the expected and intended, but equally for the unexpected event or conditions whether good or bad. The ability to identify indicators of change in the economic situation, the market, specific customers and...

Marketing or Commercial Management?

A recent article in the Chartered Institute of Marketing’s house magazine Catalyst is titled “Stand up for Marketing”. It is an interesting article, and one wonders why it has taken the CIM so long to write it? In December 2011 the year of its centenary,...

What do we do now?

The corporate business plan defines for an organisation, the objectives to be achieved and the resources available. Achieving those objectives invites the question, “what do we do now? Commercial managers have the responsibility of producing and maximising profitable income for the long term future of...

Measurement might not be fun, but is essential for good management

“If you can’t measure it, you can’t manage it” said Peter Drucker. This statement applies as much to the income producing function as it does to every other part of business. However, the statement does not say that “If you can measure it, you...

New Year – New Thoughts

The beginning of every year is a time for reviewing the events of the past twelve months, while speculating on the year to come. Many businesses will take the opportunity at the end of the year to consider their performance before embarking on the...

Are your staff a cost or an asset?

Financial executives have for a long time been fixated on the value of the “bottom line” and the value of the business to shareholders. Cost cutting has been the mantra for efficiency. However it can often be said that the financial executives, may...

Closing the sale is the only way to make money

Whatever happened to the term salesman or sales person? It would appear that somehow, the term salesman or sales person has had to be replaced by other more acceptable terms such as sales engineer or marketing executive, as if to be actually involved in...

Like it or not the Customer is still king

If you don’t treat customers with curtesy and respect, you soon won’t have them. The prime responsibility of a commercial manager is the production and maximisation of profitable income for the long term future of a business. Profitable income is produced by anticipating and...

Commercial lessons from the Duke of Wellington.

Improbable as it may seem, a commercial manager can learn useful lessons from the famous Duke of Wellington. Two hundred years ago, Britain sent a small army under the Duke of Wellington, to Spain, in order to assist the Spanish Government to drive...

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