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Management Perspectives: Marketing Programs  By Don Kreski If you've never put together a marketing plan, don't feel bad. According to a survey by AT&T, about 60 percent of small businesses never do. Yet the most successful companies consistently write such plans, and they take a very organized approach to marketing...

Management Perspectives: Marketing Strategy  By Don Kreski Marketing planning is a lost art in the AV industry. Many contractors don't know where to start. I asked three AV integrators how they plan their marketing programs. Their answers may help you understand how you can get better results...

Management Perspectives: The Shift is On  By Kent Martin Once upon a time, home entertainment stores marketed directly to the homeowner. After all, it only made sense that the person buying the home would be...

Management Perspectives: Business Costs  By Mark E. Battersby It is a rare contractor who doesn't know whether his or her business is profitable: Accounting statements or even the operation's tax returns often provide that information. How many integrators, however, know whether their bids, jobs, or services they perform are profitable? Few are aware whether their best customer is generating profits ...

Management Perspectives: Church Tech Training  By Gary Zandstra One of the most discussed topics in the industry of church AV is training. Integrators are installing more sophisticated and complex systems as many churches...

Management Perspectives: How to Avoid Being Burned  By Gary Zandstra Have you ever been burned by someone? Really burned? The kind of burn that leaves a mark? Have you envied the salesperson who continually lands the big...

Management Perspectives: Marketing Loyalty  By Sabrina Mehra It's sad when independent integrators cling to marketing myths. The most costly of these misguided notions is the idea that being an effective marketer...

Management Perspectives: Cold Calls  By Ted Tate In this age of computers and other electronic communication marvels, there are still thousands of salespeople who make a profitable living with face-to-face...

Management Perspectives: Making Connections  By Ted Tate I can't recall how many times I've attended so-called networking events, hoping to develop some sales leads, only to leave discouraged. Not only did I...

Management Perspectives: Get Passionate!  By Gary Zandstra It never seems to fail. When one is successful, he or she often forgets the things that led to that success. For example, the integrator who starts out...

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