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 TO BANKS: THE MGM APPROACH by Michael Manes The best definition of marketing is adapted from a quote in God's Little Instruction Book: 'If you want a glass of milk, you don't s...

Focus on attracting customers not making sales.
With effusive CEO testimonials and countless articles and books describing how companies have transformed themselves into tightly focused, totally energized commerce machines, it would seem that change should be easy. But let’s face it: If it were simple, there’d be more of it. Even when the evidence for change is compelling, most companies continue to cling to the known and the familiar.

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...

Gunther Gunderson had doubled the sales staff in his ski shop. Heidi Svenson, the shop's thermal underwear buyer, suggested that Gunderson might save money and take charge of his employees' medical insurance coverage by opening a Medical Savings Account (MSA). Gunderson was skeptical until Svenson showed him Section 105 (h) of the Internal Revenue code which allows employers to start MSAs for their employees' welfare.

MEETINGS, MEETINGS, MEETINGS! by Grace Bauer 'Meetings, meetings, meetings! How do they expect me to get anything done if I have to attend meetings all the time? I can't believe how many ...

MERGERS: THE SIX KEY ISSUES by Larry Morrison, CMA, CLU, ChFC and Gary Jacobson, JD Before considering an agency merger, read this article. INTRODUCTION The pressure to ...

IT DOESN'T QUITE FIT, BUT IT WILL DO. Dear (Customer Name): Could you market sheet metal parts that were 'pretty close' to specifications...

METALWORKING SHOPS - 'WE DO THE RIGHT JOB' Dear (Customer Name): IT TAKES A SPECIALIST TO DO THE JOB RIGHT. That's why you employ craftspeople who take pride in the job they do - you a...

MORTGAGE REDEMPTION Dear (Customer Name): We have been reviewing your records to be sure that you are adequately protected in all areas. We see that you have a mortgage on your home that will run ( ...