Marketing isn’t advertising. It’s not sales. It’s not customer service or PR or promotion. Marketing is everything. Marketing is anything you do that might influence a potential customer to buy – or not buy – your product or service. It’s how you answer the phone. It’s the cleanliness of your showroom. It’s the way your secretary dresses. It’s how you serve your community. It’s your return policy and your guarantee. It’s your location, your website, your color scheme, your logo. It’s the availability of convenient parking. And it’s your willingness to go above and beyond for a customer – or for anyone who needs it. It’s having forms that are easily completed and never redundant. It’s smiling when you greet people. It’s delivering on every promise. It’s anything you do that might create buzz, even if it’s only in the mind of one customer. It’s all of that and more, because any of those things can influence a person’s decisions regarding your business. When leaders develop their “Marketing Plans”, they tend to focus on advertising and sales. You know, that might have actually worked 20 years ago.