No one raised his or her hand. In fact, only a few responded in the affirmative when Bucher asked if they had an actual advertising budget.
Bucher, an oil heat business consultant from Lancaster, stressed the importance of having a budget and understanding customer needs when creating the advertising and marketing plan. “Your customers have potential needs, and your job is to assess those needs and sell to them,” he said. “It isn’t about your needs – it is about what your customer needs.”