In a tight economy, marketing is one of the first items many contractors cut from their budgets in effort to cuts costs. But marketing expert and author Sharan Jagpal says contractors should put their scissors away and recommit to their marketing efforts. “In a recession, it’s harder to gain new customers, to convince existing customers to buy more of your services and to win back customers who have left,” Jagpal says. “So companies often need to be spending more money -- not less. They just need to be smart about it.” In this podcast, Jagpal discusses the importance of focusing on the right marketing efforts and making solid decisions to generate more sales in a down economy.
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