Business Marketing Advertising

This is a good time to sit down and have a long heart-to-heart talk with a buyer about his business.
He has now closed his books for last year. His thoughts are retrospective. He is thinking about what he hoped to do and didn’t. He is thinking about the money he ought to have made, but didn’t.
He has put last year away and he is starting anew with a clean slate. He has in mind a profit quota that he hopes to make this year. But he knows he can’t make it unless he does many things differently than last year. Therefore, he is open to suggestion.
You will find, I think, that one of the principal reasons many of your prospects and customers did not make more money was not that they spent so much, but that they spent too much unwisely. They will probably admit that to you.
So impress upon buyers the need this year of giving more thought to how they spend ? their buying policies. They should make every dollar spent produce not merely a one-time profit, but a re-occurring profit. And that means buying quality.
Those who made the big profits last year were those who had built their business on the rock of quality. Those who are going to make the big profits this year are likewise those who build on quality. Drive home this viewpoint this month. It is easier to swim with the tide than against it.