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The Secrets Revealed: Core Marketing Concepts and Why Marketing Never Changes

From the very first business exchange thousands of years ago, to the online purchase completed a millisecond ago, marketing hasn’t changed.

Many people claim that the Internet and, more recently, social media have transformed marketing into something that hardly resembles what it once was. But it’s not true, because while marketing definitions are fluid – the truths behind them never change.

Marketing is the essence of a successful business. It involves 3 simple steps:

  1. Identify a customer need or want.
  2. Create a product or service to fulfil that need or want.
  3. Deliver a superior customer experience that serves as the foundation of a long-term relationship.

Author and management expert Peter Drucker saw it in a similar light:

“Because the purpose of business is to create and keep a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

If not marketing, then what?

Some businesses choose different strategies that little resemble marketing. Production-oriented organizations focus on the physical manufacturing process. They create a quality product and expect customers to buy it. Sales-oriented organizations sell existing products. With little regard for customer needs and wants, they use aggressive sale techniques to push products on customers. This is a clear indicator that there is not a clearly defined customer profile. (If you’re worried that YOURS isn’t well defined either – use the Customer Profile Template to gain some clarity.)

Neither of these strategies is particularly effective over the long term. A production-oriented strategy can only work when demand is high and supply is low. Alternatively, a sales-oriented strategy can only work when demand is low and supply is high. A company cannot survive when it relies on a single supply and demand condition.

Only marketing-oriented organizations consider actual and potential customer needs and wants. This strategy focused on continued customer satisfaction and every touch point in the business/customer relationship.

What has changed?

If you’ve ever taken a class in marketing, you probably learned about core marketing concepts such as the 4Ps of Marketingproduct, price, place, and promotion. While technological advances have allowed the 4 Ps to evolve, at the core they remain the same.

The Product “P”

Over the years, product production has expanded beyond individual customization to encompass both mass production and new mass customization. Computer technology has revolutionized that we used to think of as a product – a physical entity with some sort of packaging. Now, products such as software, publications, and music don’t require packaging of any kind. Instead, the customer receives an electronic file to be “consumed” on any number of devices.

Despite these changes the product (or service) must still be created to fulfil a customer need or want to be successful over the long term.

The Price “P”

Pricing strategies remain essentially unchanged. Techniques such as discounting, variable pricing, and price leadership remain common. Corrupt people continue to attempt to manipulate prices however they can. Pricing has always been a complex component of marketing, but the competitive global marketplace makes it even more so. At the same time, computer technology enables sophisticated, real-time price changes and creates options – such as auctions – formerly limited to certain groups.

In addition to creating products that meet customer needs, organizations must establish a product value that matches that of the customer. This requirement will never change.

The Place “P”

Products will always need distribution channels. Physical products will always be dependent upon various modes of transportation to reach customers. But transport time has diminished significantly, and products are commonly transported across oceans, continents, and hemispheres. Moreover, customers have new purchase options: the “place” is now the home or business instead of the traditional store. And, customers can receive a product – such as an electronic book for an eReader – in an instant.

Although advancements in technology and transportation have forever altered the distribution process, “place” remains a critical marketing component.

The Promotion “P”

The final marketing “P” is the one that has changed the most – particularly in the last 10 years. We still need to craft messages that resonate with customers, but now the communication options are endless. Today, promotions are everywhere, and they’re delivered to more platforms than ever. Organizations have more opportunities to promote their products and services because you can communicate with customers online, through a variety of mediums. Technology also makes customized promotions – such as eNewsletters – possible.

Today, promotion means much more than pushing out messages. It’s about establishing and nurturing multi-directional communication channels that connect customers with products and services.

What’s the secret?

To be a successful marketer, you have to accept a single truth: you are no longer in complete control of your marketing efforts. The 4 Ps are now partly controlled by your customers – and their offline and online social circles. Don’t try to take back that control; instead, use it as an opportunity to be even better.

You create the product, but your customers control how they use it. Don’t be surprised if they use your product in unexpected ways. Example: I’m sure movie makers never imagined that customers would be happy to view their product on a device with a 2-inch screen, but now it’s common. Just be ready to adapt your product to your customers’ needs and wants

A flexible price strategy is critical. Your customers have instant access to information. The days of “set it and forget it” pricing are over. Example: Even Apple, always known for establishing firm prices and offering no discounts, has adopted more flexible pricing strategies. Your customers are your new price managers; they will determine the true value of your product for you

Your customers will no longer come to your place. You have to make your product available where they want to consume it. Example: If you sell online, you can’t ignore the mobile user. You have to create an optimal sales experience tailored to their needs, or they will find a competitor who already does. You don’t have to be everywhere; you just have to be where your customers want you to be.

Promotion is no longer a one-way communication channel. Sharing is key. Your customers will serve as your unpaid promotional team, if you let them. Example: Some forward-thinking companies, including Frito-Lay, have asked their customers to create their advertising campaigns. Social media is a powerful promotional tool, but it’s not about making pronouncements. It’s about making connections with real people, starting conversations, and providing immediate assistance when they need it.

Marketing is your business. Marketing has always been about identifying a need, fulfilling that need, and continuing to deliver a superior customer experience. To be successful in business, you must be a great marketer. Your tactics will always need to evolve over time, but the foundation of marketing never changes.

How do you define marketing? Do you agree that the core marketing concepts never change? If not, why?

About Marianne Worley

Marianne is marketer, writer, freelancer, MBA, and blogger. With a passion for marketing, she specializes in creating communications materials for B2B and B2C organizations. When she's not writing about all things marketing on her blog, Marketing Matters and Other Stories, you can find her on Twitter: @MarianneWorley.

59 thoughts on “The Secrets Revealed: Core Marketing Concepts and Why Marketing Never Changes

  1. Refreshing to read such an academically oriented article, Marianne. We don’t do this enough to remind everyone of our roots. I had a recent comment on the blog about peeps who are blogging who insist they’re not marketing squat; not true. Everyone is marketing something; especially a blogger.

    Those who write and inform and share an opinion are marketing. Everyone needs to know their own power in affecting the 4Ps, and this is a wonderful reminder.

    • Thank you so much Jayme. It’s easy to forget what marketing really is, so I wanted to go back to the basics. Many people think marketing is just advertising. So if they don’t advertise, they’re not marketing. It blows them away when I tell them that everything they’re doing is marketing! I see the same thing with job seekers who don’t realize they’re running a marketing campaign for themselves.

      My sister is a business major in her junior year, and yes, the 4 Ps are still at the core of what they’re being taught. So, yes, it’s always good to go back to them.

      • The trouble is that so often, the 4Ps are taught in a way that doesn’t convey any real insight or understanding. The key is that they all have to work together, and they’re all framed by the context of the customer’s needs and values. You did a great job of making that clear in your post! 🙂

    • Everything in this life comes down to marketing.
      You will find you market yourself using these P’s.
      Want a date? Get a friend to do the promotion.
      Want a job? Same.
      Want to make a new friend? Daadah!
      Want to impress someone. Same again.
      What separates us is the skills we learn and apply. Some are very good, and others not so…
      Billy

      • Very well put, Bill. That’s why it drives me nuts when people are all “I don’t like marketing, don’t want to know anything about it” – we all have to do it, all the time! 🙂

  2. Marianne, this was really, really insightful– You’ve managed to explain clearly what marketing has always been, but also what it’s going to be—and that’s more of a ‘customer’ driven entity. In fact, I think the key of this entire article was made in this sentence:

    Don’t try to take back that control; instead, use it as an opportunity to be even better.

    That’s the key Marianne. We must embrace the future but remember our past. Awesome article and nice job Danny on inviting this awesome lady to your house!

    Marcus

    • Thank you so much Marcus. We always hear so many different things about what marketing is–or isn’t. What we really need to do is understand what our customers want and see them as our marketing partners. When I see a company execute an innovative marketing campaign, it’s always centered around the customers. So glad you stopped by!

  3. Wonderfully written post Marianne and I also agree, very well done.  I also agree that marketing changes constantly only with the way it is perceived.  I know that it’s always been about building relationships because I can think back when my Dad was in sales.  That’s how he was so successful, his customers loved him and trusted him.

    I definitely agree with everyone else, find a need and fill it.  That’s the most important thing when marketing here online.  Thanks for such an insightful post and glad Danny opened the doors and let you share this with us.

    Congratulations on a job well done.

    Adrienne

    • Thank you so much Adrienne. Sounds like your Dad knew a lot about sales AND marketing. Building trusting relationships is always the best foundation for long-term success. So glad you stopped by! I appreciate it.

  4. I agree Marianne, the tools change, the tactics might be modified but the strategy doesn’t change. Defining a need, creating a product, pricing it, place and promotion remain the same. You are very right marketers aren’t in complete control of their efforts but were they really before? Yes they spent millions on big ad campaigns but this didn’t mean they controlled the outcome anymore than now.
    I think one thing that really changed is the fact that we have access to the discussions which happen around a brand. Before this was much more difficult to judge.

    The rest is not new, I still rave about my local baker because he makes the best cakes in the area, sure I have moved from simply word of mouth to Facebook and email but in the end one thing only matters. Delivering a great product. 

    • You’re right John. Marketers can’t completely control their efforts when customers can communicate with their friends en masse and share information with a few clicks. I think many companies are attempting to fight against this to maintain control, when they should be listening to their customers and helping them by providing the information they need.

      Looks like your local baker has a great marketer! Thanks so much for stopping by. 

  5. Marianne, marketing and sales people of the past were in control in that some of them practiced manipulation rather than persuasion. We’ve migrated now away from persuasion to improved qualification. The truth is, if what we do appeals to Conservative Republicans, then we’re wasting our time getting in front of Liberal Democrats. We’ve gotten smarter as marketers in realizing the futility of pushing water uphill. Now, we appropriately focus on matching what we do and who we are with likeminded people. It’s the stuff of finding our ideal market. When we do that, marketing shifts from pushiness to helpful conversation. Good stuff, guys. Well done.

    • So true Randy. Movies and TV always portray marketers as manipulative and pushy. And some of the tactics we still see today enforce that message. But every day, we’re moving closer to that “helpful conversation.” That’s what marketing really is. Thanks so much for stopping by Randy!

      • I know – I really hate that portrayal, and it’s so untrue to what marketing is really all about. The truth is that if you manipulate people into taking action, they will resent you for it – that isn’t a sustainable strategy, which means it isn’t smart marketing. Why do people act as though the smart thing and the right thing aren’t the same thing?

    • Like this comment.”…the futility of pushing water uphill…”
      In Ireland we have a saying. “it’s easier to pull a rope than to push it!”
      and if you have ever tried it you will agree.

  6. Marianne,

    This is really well done. The truth is that everything boils down to ‘find a need and fill it” and once that happens, then keep meeting that clients needs.

    There are so many companies that want to do so much to “sound smart” but they would be more successful if they just kept things simple.

    I am bookmarking this post to refer back to later. There is so much good information here.

    Great post!

    • Thank you so much Nancy. Those companies that try to “sound smart” inevitably end up overlooking what their customers need most. Marketing really is that simple, isn’t it? I’m so happy this post was helpful. I appreciate it. 

  7. Marianne, aloha.  What a terrific explanation of marketing past and present.  As I was reading it, a quote by Alphonse Karr, the French critic, journalist and novelist, born more than 200 years ago came to mind:

    “The more things change, the more they are the same.”

    Marianne, while the “where” and “how” we do marketing may have changed because of technology, the WHY never has.   

    The bottom line is effective marketing is relationship building with people.  Marianne, I do believe the days of broadcast marketing are over; engagement and responsiveness are key.

    Congratulations on your magnificent guest post.  Best wishes for a fantastic day.  Aloha.  Janet

    • Mahalo Janet! The inspiration for this post came from reading headlines like “Social Media has Killed Marketing” or “Why Marketing Is No Longer Relevant.” Like you said, technology changed things, but nothing will change the fact that marketing is about connecting with customers, filling their needs, and building relationships. Broadcasting might have been an extremely effective technique at one time, but it has definitely lost its cache.

      Again, thank you so much for stopping by and commenting.

      • Marianne, I absolutely agree with you – headlines like “Social Media has Killed Marketing” is sensationalistic and gets eyeballs, but the underlying thinking is nonsense.

        I want to thank you and congratulate you – this has been a spectacular post, and we’re really honored to host it on Firepole Marketing. Thank you so much for contributing it!

    • Hey Janet, Aloha! I’d go a little further – the “where” and “how” have indeed changed, but it isn’t just the “why” that persists – it’s the “WHAT”, too – ultimately, it’s about aligning our offering with our audience’s needs, and communicating that to them. 🙂

  8. It has been said that nothing happens until someone sells something!
    But in reality nothing happens until someone wants something and a marketer finds out about it and sells to that want. Then anything can happen in relationship to those P’s.
    I read Reis and Trout on Positioning and the Preface was all about these P’s.
    Now there is one more P since they wrote this book 40 years ago, and that is a Profile. In my soon to be released upon the world ebook I talk about this P as the new strategic aim of marketing.
    You, as always, deliver the bricks of the point of view you are presenting, and without these bricks all you have is the mortar. It is there to hold the bricks together, no bricks and the mortar is really of no use. Unlike so many posts I read you always say something about your topic that nails it. In this article you talk about losing the control as marketers, and that is so true, did we ever really have it?
    Billy

    • Hi Billy,

      The 4 Ps have truly stood the test of time. We usually only hear about them in marketing books or courses, but we’re using them all the time. I haven’t read Ries & Trout in awhile, but I’m sure I have the positioning book somewhere. Sounds like it’s a good time to re-read it in preparation for your ebook and the discussion of “Profile” as the newest “P”!

      Thanks so much for stopping by. I appreciate it.

  9. I think part of it all comes down to a simple truth. People rule. In a free market economy each person with money has the power to submit a “vote” in the form of a purchase. If you tailor your marketing campaigns and efforts towards the human, and their needs, you’ll find success.

    Just LOVED this post Marianne. Great work. So excited for you to have your first guest post!

    • Isn’t it sad that so many companies still forget that “people rule”? To me, marketing just seems so much easier if you stay focused on the customer. And technology makes it possible to take marketing to the “ultra-customized” level.

      Thank you so much for stopping by Christian!

  10. Wonderful post, Marianne!  And I love that you go back to Drucker’s words: they stand the test of time, as do the 4P’s.  Marketing remains about filling a need or a want, and there’s a distinction between the two, even when semantics get in the way.  We know there are very few “needs” in the world…it’s mostly about “wants”.  I might think I need a refrigerator and a bbq, but what I want is cold beer and warm hot dogs.

    We market every moment of the day, and when we forget that, we forget at our own peril.  My two favourite questions: What do you need?  What do you want?  As Jayme said, thanks for reminding us of our roots.  Cheers!  Kaarina

    • Thank you so much Kaarina. In my very first marketing class, Drucker’s words were ingrained in our brains. I think that was when I knew I would stick to marketing over the long haul. Of course, when I got to finance class the following year, that professor told us that the only function of a business is to make money.

      Your words say it perfectly: “We market every moment of the day, and when we forget that, we forget at our own peril.” I agree 100%. So glad you stopped by Kaarina. 

  11. Marianne,
    I am so glad I spotted you last night talking about this post. There is so much here I haven’t up until now heard before. Or at least put in a way that I recognized it! Thank you! It makes perfect sense and gave me some pointers to check and improve. So many of you are so smart!! Thank you. ~Amber-Lee

    • Hi Amber-Lee,

      I went back to the basics of marketing for this post. If you Google “marketing,” you’ll find a lot of complex definitions that stray pretty far from what marketing is really about: fulfilling customer needs and wants. If you stick to that, you’ll be a very successful marketer! I’m so glad you found this post helpful.

      Thanks so much for stopping by and commenting. I appreciate it.

  12. Truly on the point with this Marianne!  Oddly enough I JUST wrote a post on marketing and mentioned the 4 P’s – weird! 

    I agree; although some of the logistics of marketing have changed a bit, making it easier (and cheaper) for people and business to get their message out there quickly and in a grander scale, the foundation remains the same – offering a product people want to buy and killing them with exceptional customer service.

    Loved it. 😉

    • Isn’t always interesting when people write posts that coincidentally cover similar topics, with no prior discussion? You don’t read a lot of posts about the 4 Ps, but they’re still so relevant today. I just wish more companies would follow through and deliver the exceptional customer service.

      Thank you so much for stopping by Michele!

    • Hey Michele, just a quick “welcome to Firepole Marketing” – it’s great to see you here. I clicked through and checked out your site, and you’re doing some impressive work – I hope to see you here again. 🙂

  13. I am very interested in all things marketing, as I struggle to sell my 1st novel.

    Marianne, really nailed it, when she said one needs to adapt. There are more opportunities, for people with delusions of word smith, than at any point in history.  With that, comes a massive quantity of things to learn, just to have a shot.

    We live in the age of the virtual product.  Buy my book on Kindle or Nook, and I won’t have to print another one, they magically appear from the digital gods. I can’t imagine anything better than selling a product that requires buying absolutely nothing to make it.  But just putting it up for sale, doesn’t mean anyone will notice.

    That is where the myriad of choices comes into play.  One needs a blog, a Twitter account, Facebook, Google Plus, and even Linkedin.  Having a Stumble Upon account is helpful too.  Maybe Quora should be considered?  What about Plurk…Digg…Reddit…Second Life….a flock of carrier pigeons….

    It isn’t easy, but if one is willing to thrown themselves head first into the digital age, they just might make a sale.

    Go ahead, ask Marianne…she bought a copy.  I met her through Twitter.  🙂

    • You’re doing a great job in your hands-on, crash course in marketing for your book. The next one will probably be a breeze for you. Isn’t it ironic that the technology that makes it so easy to “manufacture” a product (like an ebook), also requires marketers to promote that product in more places than ever? But that’s part of the fun of the marketing puzzle: figuring out who your customers are and where you can find them.

      Thanks so much for stopping by Brian!

      • Hey Brian, I have to agree with Marianne (having published a book myself) – the first one is mostly for the learning, and then you’re ready to explode onto the scene with the second. 🙂

  14. Hey Marianne, you sure did deliver… that was one heck of a write. I’m no marketing expert,  but over time I’m having to learn the principles, values and MO behind marketing in order to apply it to my brand and my business. 
    You gave me an awful lot to think about in your” what’s the secret” section, but the take away and things I will think about today are: 
    -How to position myself where my potential customers are
    -Defining where they want me to be- then being there
    -How I can even better meet their needs  
    Thanks for this wealth of knowledge Marianne..

    • I’m no marketing expert either Stacey! I was just fortunate enough to get hired in my very first marketing job with no experience and a degree in history. And then, I was able to go back to business school 10 years later.

      The great thing about marketing is that the core principles always have been and always will be the same. Once you’re focused on providing value to your customers, you’ve got the right strategy. Then you just need to learn about all the new ways to communicate with customers.

      Can you tell I think marketing is fun? It’s been 17 years since that first job and I still love it. Thank you so much for stopping by and helping me promote the post. You’re a gem!

    • I’m no marketing expert either Stacey! I was just fortunate enough to get hired in my very first marketing job with no experience and a degree in history. And then, I was able to go back to business school 10 years later.

      The great thing about marketing is that the core principles always have been and always will be the same. Once you’re focused on providing value to your customers, you’ve got the right strategy. Then you just need to learn about all the new ways to communicate with customers.

      Can you tell I think marketing is fun? It’s been 17 years since that first job and I still love it. Thank you so much for stopping by and helping me promote the post. You’re a gem!

      • “I was just fortunate enough to get hired in my very first marketing job with no experience and a degree in history. And then, I was able to go back to business school 10 years later.”

        I really think that’s the secret – real life experience first, and then academic knowledge to help you interpret and understand those experiences. 🙂

  15. Think @soulati:disqus stole my comment, nice to see such a practical post that combined academics with practical, real-world examples. As a communicator, I often focus on the promotion. “It’s about establishing and nurturing multi-directional communication channels that connect customers with products and services.” THANK you. It’s not 2 way or 3 way but every which way.. anyone can write, post, share something about a brand that gets reblogged and shared w/ out the brand having any control or input. Multi-directional and simultaneous; no it doesn’t change the core of marketing, just have to work faster, harder be proactive and yet be set up to be flexible, responsive to the quick pace. FWIW.

    • I admit, at heart, I’m a bit of an academic/nerd type who yearns to write practical posts now and then! When I work with clients, I’m almost always focusing on promotion too.IT systems seem less capable on handling these complex, multi-directional communications, so we marketers have a lot of work to do to be proactive.

      Thanks so much for stopping here and on my blog to comment. I really appreciate it.

    • I admit, at heart, I’m a bit of an academic/nerd type who yearns to write practical posts now and then! When I work with clients, I’m almost always focusing on promotion too.IT systems seem less capable on handling these complex, multi-directional communications, so we marketers have a lot of work to do to be proactive.

      Thanks so much for stopping here and on my blog to comment. I really appreciate it.

  16. “To be a successful marketer, you have to accept a single truth: you are no longer in complete control of your marketing efforts. The 4 Ps are now partly controlled by your customers”

    YES! and thank God for this. When we allow (force) ourselves to hear the customer first and then find the appropriate marketing effort – we are heading down the right path.

    My two cents on a GREAT post!

    • Thank you so much Frank. I’m really hoping that more and more companies force themselves to hear the customer first. Not only does it make my job as a marketer easier, but it makes my experience as a customer so much better. You said it–that’s the right path! So glad you stopped by.

  17. Hi, Marianne.

    I am not much good about defining marketing or about marketing in general. In fact, when I read something about marketing, sometimes, my eyes just glaze over and I am transported to a space in time where nothing exists but a blank white space.

    What I understand about it is that while things might have evolved over time, one thing has remained the same. People go for products or services provided by people they know and trust and the way it has always been to gain this trust is not just by fulfilling a need but by reaching out and letting these consumers know that you care and wish to know them better. 

    Congratulations on your first guest post! I am so happy for you, especially that you came up with something that a lot of people can relate with. 

    Enjoy the rest of your week. 🙂
    Kim

    • I’m sure you know a lot more about marketing than you think Kim. Some of the “textbook” definitions will make anyone’s eyes glaze over! That’s why I like to stay focused on the customer and not the theories.

      You’re absolutely right that fulfilling the customer need/want is only part of the picture. You also have to create a superior experience–and that’s all about trust and communication. If you skip this step, you might get that first sale, but you’ll miss out over the long term.

      Thank you so much for stopping by and commenting. I hope you enjoy the rest of your week too (now that this crazy humidity in San Diego is starting to subside)!

  18. Hey Marianne, what a great post and it really included some basic truths. 

    Communication in promotion is so vital; it’s hard to think about developing a strategy without it.

    I don’t the basic premise of marketing has changed, it’s just now there are even more tools available to utilize it.

    Thanks for sharing; do I get credits for taking this class? I really enjoyed it, I appreciate your depth of knowledge in this field.

    Talk to you soon.

    • Thanks Bill. I knew I wanted to write about the foundation of marketing so it would be a good fit for Danny’s blog. This is my Reader’s Digest version of Marketing 101. Should I create a certificate of completion for you? 😉

      So glad you stopped by. I will be by your place later to check out Stu’s post.

  19. @marianneworley:disqus Hi Marianne,
    I really enjoyed this. I think that you made some excellent points especially the need to remember that some basic things haven’t changed.

    And I agree with Janet that the key is building relationships with people. If we don’t interact and engage with prospects and existing customers we miss out on a huge opportunity to distinguish and differentiate ourselves and our businesses.

    People are bombarded with a million messages and in turn tune most of that out. But if you get their attention and show that you are listening you can turn that into a competitive advantage.

    • That’s so true–I probably tune out about 95% of the advertising I see or hear, unless it’s truly relevant to my personal or professional life. (Or if it’s hilarious, like the Geico commercial with the woodchucks!)

      Today’s reality is that you can’t stand out in the million-message crowd by yelling the loudest or buying the biggest billboard. The customer interaction is what creates the value that drives business.

      Thanks so much for stopping by Jack. I appreciate it.

  20. Thanks so much Brankica. I think the 4 Ps will always be at the heart of marketing, and will continue to be taught. Only the marketing techniques that support those 4 Ps continue to evolve and change over time.

    So glad you were able to stop by and comment. I wouldn’t have reached the point of doing a guest post without your help and support.

  21. Hi Marianne (and Danny too!),
    I was nodding my head all the way through this. So true. Nothing has changed in marketing, The tools may have changed the way we work but they don’t and shouldn’t change the way we think strategically and most importantly how we behave towards our customers; right down to the basics our grandparents taught us as kids; to say thank you and I’m sorry when necessary.

    • Thank you so much Lisa. Those basics will always be the foundation of the successful business. Our grandparents always gave us such important advice! Just saying thank you and I’m sorry can be the difference between keeping and losing a customer.

      So glad you stopped by.

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