By Jack Burke, president, Sound Marketing
During my years in the automotive industry, I was constantly dismayed by the short-term, 30-day mentality of the business. Manufacturers and dealers lived or died by their monthly results. No wonder the Japanese auto manufacturers made such dramatic headway into the American market; they were looking not at 30-day windows, but 20-year plans.
Independent agents can learn from that historical lesson. Most agencies still live in a 1-year renewal window. We feel successful when a client renews, yet we seldom look beyond that renewal for the larger, long-term picture. Many agencies still have difficulty putting together a 1-year marketing plan and strategy, let alone 5, 10, or 20 years.
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