Magazine article Marketing

Learn the Simple Facts about How to Win Business

Magazine article Marketing

Learn the Simple Facts about How to Win Business

Article excerpt

One of my favourite old cartoons shows a busty blonde having dinner with a gentleman of maturer years who is ordering the drinks. His instruction to the fawning waiter is simple: "Fill her up, Carlo."

This admirably forthright approach to achieving your ends reminds me of the new-business technique most favoured in our industry when I entered it 40 years ago - a world of jolly freebooters with an amazing capacity for alcohol and bonhomie.

Actually, although expensive and unreliable, it's not so uncommon now, especially among some suppliers, as I was reminded when having lunch with two partners in a studio. "How's business?" I enquired. "As one door shuts, you can hear the others being locked," replied one, with gloomy stoicism.

I spent a fruitless half-hour trying to persuade them it would be a good idea for them to build a brand. This radical concept was received with deep suspicion. They pointed out, quite rightly, that they get business through people they know. They said their problem is that either they are so busy they don't have time to scratch, or all of a sudden they lose an account and have to run about like lunatics trying to replace it. This makes for a nerve-wracking life.

If you have a good brand you are among the first names your prospects think of in your category. They are more likely to choose you without having to be courted, grovelled to or seduced. And building a brand in a specialised business need not cost a lot, as the market is so easily defined. …

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