Retailers Forum Magazine July 2022

forumworkshop
FORUM WORKSHOP
• The president had risen to the top ranks of
leadership in the local chamber of commerce.
• The senior vice president and partner was
appointed to a high-ranking county commission.
• Both principals were quoted extensively in
the media as industry experts.
• Both principals gave speeches to business groups.
• Winning awards was a high priority for the firm.
So doing good work was important, but
equally important was being recognized as a
leader in the profession. Henry then looked at
other firms and other professions. What was
different about this type of marketing over
product marketing? Traditional marketing
looks at the four P’s: promotion, place, price,
and product. One part of the company makes
the product and the other part of the business
sells the product. But what is the product of
service marketing?
It is people, namely
the principals of the
firm. A service firm
is of the product, by
the product, and for
the product.
A quote from author and cartoonist James
Thurber illustrates this point. A woman once
approached Thurber at a party and asked how
things were. “Things, madam, will take care of
themselves. It’s people who concern me.” And
it is the people who do the work that concern
the prospects. It is the coauthors’ opinion that,
even if you have twenty people working for
you, you have to sell yourself and not the firm.
This is what Self-Marketing Secrets is all about.
continued...
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Page 40 JULY 2022 | RETAILERS FORUM MAGAZINE