About Harvey F. Goldglantz

Q. I own a small pest control company and can’t afford to hire a salesperson at this time. How can I motivate my technicians to sell? Money! Most technicians don’t like......

Q. Other than Facebook, what other social media platforms should we consider? A. People, particularly women, tend to talk about Pinterest. It isn’t nearly as big as Facebook, Twitter or Instagram, but......

Q. Is a marketing plan the same as an advertising plan? A. No. Advertising is just one component of a broad marketing plan. Think of a marketing plan as an......

Q. I’m considering a direct-mail campaign this spring to attract new customers. What do you think? A. I wouldn’t recommend it for a small company. Direct mail is expensive and only generates......

Q. I own a small pest control company in a highly competitive market. I continually lose potential customers to low-ballers. Any suggestions? A. Price is rarely the sole reason for missing......

Q. Our company is preparing its advertising budget for 2015. How much should we allocate? A. The short answer is, it depends. Your budget should be based on a percentage of......

Marketing isn’t just for attracting and retaining customers. To create a powerful image and value proposition, you must convince your employees first. Internal marketing is just as important as external......

“If you always do what you’ve always done, you’ll always get what you’ve always got.” — Henry Ford “If history repeats itself, and the unexpected always happens, how incapable must......

In my August column, “5 Ways to Reduce Customer Cancellations,” I wrote about reducing customer cancellation rates from a loss perspective. This month, let’s examine cancellations from a retention-growth perspective.......

It never ceases to amaze me just how many companies are clueless when it comes to knowing what their real cancellation rate is. When I begin working with a company,......