Rarely will you get something for nothing. But how do you know if you’re getting what you should out of your marketing program? This document by John Graham provides you with the guidelines to properly evaluate your marketing efforts.
Getting something for nothing seems to be a universal human desire that extends into the business arena. For example, company owners and managers often ask, 'What should we expect to get out of our marketing program? How will our dollar investment translate into increased sales?

EIGHT WAYS TO GET SERIOUS ABOUT MAKING SALES IN TODAYS ECONOMY by John Graham These eight selling lessons can apply in any economy. Stunned. Confused. Shocked. These thr...

If more salespeople were as good at making sales as they are at losing them, they could write their own ticket just about anywhere. Unfortunately, just the opposite holds true.
It happens so frequently that it almost seems as if someone out there is training salespeople to fail. For example, the woman calling launches into her sales spiel. “Our station is a perfect fit for your client. When can we set up a time to get together so I can show you what we can do?”

ELIMINATE CUSTOMER SERVICE NIGHTMARES WITH 'CARRE' by Jack Fries Wouldnt it great if you could get all of your customers to come back every year? For starters, you should put '...

E-MARKETING STRATEGIES THAT ARE MORE BRICKS THAN CLICKS by John Graham Although every business should be taking full ad...

Dear (Customer Name): All year round people rent home improvement equipment such as saws, drills...

ESTABLISH AN ORGANIZATIONAL STRUCTURE by Gary Holgate When analyzing the organizational structure of an independent insurance agency, you will find that there are four different general functions pe...

FINANCIAL SERVICES - 401(K) Dear (Customer Name): You have been a valued customer at (Your Agency Name) for ( ) years. But did you know that in addition to offering a number of insurance products...

FIND OUT WHY YOUR CUSTOMERS LEAVE by Jack Fries It costs about five times more to obtain a new customer than to retain an existing one. Though companies spend thousands of dollars to cr...

Paying attention to business is one of the major benefits of a recession. Ford figured it out. So did Starbucks by bringing back the founding CEO, closing nearly 1,000 marginal stores and most significantly introducing their own instant coffee. This could be a brilliant move. While proudly passing up their $4 cup of coffee, we take the instant stuff home and keep a little Starbucks in our lives.