Recently, I came across an interesting column in a national marketing publication. The writer indicated that marketing programs don't perform well because of 'business marketers' dogmatic belief that 'selling is the only form of marketing I need to do.''
This is an amazing statement because our experience at Graham Communications is quite different. As we see it, the problem is failing to achieve the benefits of marketing because the emphasis is always on sell, sell, sell.

MARKETING CLUSTERS - A MEANS OF GROWTH AND SURVIVAL by Jack Fries The benefits, drawbacks, and formation of a marketing cluster. Clustering has been around for ...

MARKETING MISTAKE: NOT UPSELLING, CROSS-SELLING, OR BACK-ENDING YOUR PRESENT CUSTOMERS by Stephen Anderson As every agency owner knows, identifying prospects an...

Before purchasing a car, computer, copier, or equipment, businesses do the usual due diligence. They do research, make comparisons, and then decide on the most appropriate product with the best value. John Graham explains why research is required before making an extensive marketing investment.

An effective marketing program will benefit you, your carriers, and your clients.

Unless you meet your customer’s needs, there’s no room for an insurer — let alone your agency. If the company doesn’t make money, the entire system falters.

MARKETING TO GENERATION X by Jack Burke Look out, golden agers! Make room, boomers! Are you finally getting a handle on the needs of the senior citizen's market? Did you...

MARKETING WITH NEWSLETTERS by Jack Burke Newsletters. We see them every day. We subscribe to them, get them for free, market with them. We learn from them. But how much do we reall...

MARKETING-THEN SALES- FOR THE SHORT AND LONG TERM by Richard Barry Most everyone has firsthand knowledge of just how competitive business is today. We reali...

MAXIMIZE PROFITS WITH CONTINGENCY CONTRACTS by Chris Burand Make sure that youre getting all you can out of your contingencies. According to the Academy of Producer Insu...

MAXIMIZE THE CROSS-LINE SELLING OPPORTUNITY IN YOUR AGENCY by Harlan Warthen Maximizing the cross-line selling opportunity in your agency can generate thousands of dollars in new busine...