Charles (Chuck) Kensinger

The best method of promoting your business is not advertising. It does not matter if you use digital media, broadcast media, or billboards; they are not the best option. Word of mouth has been proven to be the primary way customers find out about vendors.

If you are using a marketing company that has not already informed you of this, I feel sorry for you. One of my first jobs out of college was as a marketing director for a small company. We were in a niche market, and I recommended that our owner, who was our salesman, protect his personal reputation. It was our biggest asset.

I had no formal training, so I did not have all the book knowledge. I read every book I could lay my hands on about the subject. We conducted a direct marketing campaign through catalogs mailed to potential customers. We even had a toll-free number to accept orders. No, there was no internet or digital marketing at that time.

Our mailing pieces included order forms and a postage-free envelope to send them back to us. My boss purchased stamps and sent them on the pre-addressed envelopes. When I gave him the cost savings figures for purchasing a postage meter and a number to print on the return pieces to pay postage that way.

When I mentioned that over sixty percent of the stamps he sent out were not used for our orders, he did not believe me until I showed him the accountant’s ledger. I reworked the upcoming catalogs and flyers with freshly written copy. I photographed all the items in-house and saved almost as much money as I received in pay.

When I became a pet store manager, I trained our sales staff to remember the old saying, “The customer is always right.” We needed to acknowledge it as correct and realize that we should make them think it is true, but help them see when they were not exactly perfectly buying the best for them.

There was the lady who purchased tiny fish and put them in with the small ones that ate them the first night. I increased the sales by getting my customers to recommend my store. Later, at another company, I was instrumental in treating our customers in a fashion that they recommended us to others.

Our advertising budget was allocated to regional trade magazines and free giveaways to customers. Many of our vendors offered free sample products to us, which were not purchased as much as they could have been. I even put inexpensive products on the counters to promote good maintenance practices.

I left sales and marketing and became a purchasing agent, supervisor, and manager. I continued promoting my word-of-mouth advertising program from the other side of the desk. I can’t tell you the number of times I told others the best companies to purchase from and why I felt that way.

Improve your business by treating your customers the best that you can. Paying employees better who take care of customers is more effective than the best commercial you ever used. Getting them in the door to have them treated poorly never works. I know, your ad department just laughed at me.

©Copyright 2026 by Charles Kensinger