Who Cares About the 4 Ps of Marketing?

4 Ps of Marketing in Business Consulting

Written by: Matt Wilhelmi

A few weeks ago I was talking to a client (okay an “older client” as he is in his late 60s) who wanted to know about the latest marketing trends. From conversations I’ve had with many business owners regarding marketing , this client isn’t alone in his thinking and questions. I was impressed though when he eloquently rattled off the 4 Ps of marketing: Price, Product, Place, and Promotion. For a minute I thought he might be a marketing professor for a local community college. However, he wasn’t seeking confirmation on the 4 Ps of marketing. No. He was looking for the newest, latest and greatest, hot off the press, marketing trends. I paused to consider his question and the application for his business (which is an auto parts distribution company). You see, he didn’t want a 15-minute recap of the top 10 google listing for “newest marketing tips”. He wanted to know how he could apply new marketing concepts to grow his business. Here’s what I told him.

“The 4 Ps of marketing are dead.” The man looked like he had seen a ghost. I didn’t mean to rock his world too much, but I was trying to make a point which is this:

Consumers’ buying habits have changed dramatically. Thank you, Internet! Companies can no longer focus on the 4 Ps of marketing and hope for success. They need to understand the shift in buying habits to Solution, Access, Value, and Education. Or SAVE.

Marketers, and entrepreneurs or small business owners, need to be very clever with their overall marketing strategy as consumer’s don’t make buying decisions just based on price and promotion any more. A great marketing strategy takes traditional forms of marketing and combines them with digital and social platforms to reach the desired target market with the ultimate goal of making a sale or turning a profit. Successful marketing strategies are time tested, predictable, and most importantly grow a business’s top line revenue.

Solution

Solution selling is a methodology by which a sales person focuses on the customer’s pain and issues with current offerings. Many B2B companies use Solution Selling because the product is very hard to succinctly describe and they’ve found it’s easier to respond to a person’s pain points with, “Yes, our product fixes that.” Some companies use SaaS (Software as a Service) to provide their customers with a solution while other company’s staff is their solution. They could be more equipped, better trained, highly specialized, etc. Companies like Intuit and ADP have staked their claim on providing stress free, timely reporting, and payroll solutions.

Access

Thank you, Internet! You’ve changed consumers’ expectations into an “access to” mindset. Lifetime Fitness doesn’t sell consumers workout equipment (believe it or not, Life Fitness workout equipment is a different company and has a very different revenue strategy), they sell consumer’s access to their workout equipment, showers, and lifestyle. Pandora sells (or you can get it for free and listen to a commercial every hour or so) access to their database of music. Sure, you can go out and buy all the music and make your own playlists, but that’s not how a majority of us function when it comes to music anymore.

Value

Instead of always looking for the lowest prices, or making buying decisions based solely on price, consumers are more interested in the value of a product or service. The definition of Value is the importance, worth, or usefulness of something. Some examples of how consumers make buying decisions based on Value instead of price are Starbucks Drinks, Under Armour branded apparel, Apple iPhones, and Fresh Foods grocery stores. These companies have legitimately, or illegitimately depending on your opinion, created a higher perceived value than their competitors even when it’s a similar or inferior product. Most technology gurus (I usually call them Tech Snobs…) will confirm that Apple’s iPhone has inferior hardware, yet people continue to buy it over Samsung’s phones with far more impressive technology. It’s all about Value and more specifically, perceived value.

Education

To be clear, promotions are not dead. However, since many people research buying decisions online before purchasing, it has become increasingly more difficult to forecast promotions, unless your company has very predictable buying trends. Plus, many consumers perceive promotions as gimmicks or will demand historical sale pricing. It used to be that promotions helped keep companies relevant. So and so is offering 10% off if we buy today, or so and so has 0% financing for 2 years. The problem is that everyone has promotions. There are actually companies, like GE for one, who help other companies offer the same financing “specials” that consumers have come to expect. So, in order to stand out among the competition, companies are shifting to Education. Education could be a blog, a newsletter, or an App. Nike , for example, has a mobile app that provides users with workout plans. They aren’t leaving the apparel and shoes industry, but they know their target audience wants this education and it helps their brand stay “top of mind”.

One “newish” social media platform is Thumbtack. A client of mine couldn’t stop raving about the crazy success she was having using it. She told me she landed a $60K construction job from a $3 bid. Do you know how high the ROI is? Holy Cow! After looking into the details for myself, I simply couldn’t believe it without seeing it, I am thoroughly impressed with their model. It’s not a great solution for every business or every industry. However, it might be worth taking a look at and investing $50 to $100 and see the results. Even on more modest “test” budgets, you could evaluate if Thumbtack is right for you. The most important thing to consider, right after ROI of course, is if Thumbtack, or any other new form of advertising or marketing, fits in your marketing strategy.

What’s your marketing strategy? We follow a very simple one (you may have heard of this before as we certainly didn’t create it.) It’s called V. C. P. Visibility, Credibility, and Profitability. This is why we are committed to attending local functions like BNI , Rotary , and Chamber Events. All of these help build visibility. Credibility happens when we can articulate client successes or potential clients read our blogs and newsletters. Long term, sustaining, profitability happens when we take really good care of our clients and help them achieve things in their business they never thought possible. We don’t look for short term profit. Yes, we want to get paid in the short term, but we never try to maximize profit from the first engagement. Our client base is made up of long term relationships with years of history. This only happens when the client feels they are paying for something of value. It’s our job to deliver amazing value at every opportunity.

What have you found to be a successful formula for marketing? Does your Marketing Strategy jive with your Revenue Strategy?

© Individual Advantages, LLC 2016

The post Who Cares About the 4 Ps of Marketing? appeared first on IA Business Advisors.

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How to Mitigate Financial Risk Using the S.M.A.R.T. Management System

June 9, 2025

In an increasingly volatile economy, businesses cannot afford to be reactive when it comes to their finances. Whether you're a startup founder, a growing enterprise, or a seasoned business owner, the risk of financial instability is real—and growing. At IA Business Advisors, we help companies proactively navigate these risks using our comprehensive S.M.A.R.T. Management System . S.M.A.R.T. is more than just a goal-setting acronym. It is a decision-making and execution framework that brings clarity, structure, and alignment to every part of your business. From six-week action plans to one-year targets and long-term strategy, S.M.A.R.T. ensures your financial operations support healthy growth and resilience. Understanding Financial Risk in Today’s Business Climate Financial risk is multifaceted. It ranges from cash flow disruptions and market shifts to internal mismanagement and over-leveraged growth. As Brian Smith shared on a recent Daily Influence podcast episode, unchecked growth can drive a company into bankruptcy. Scaling without intention—chasing fast growth without aligning the internal team and financial resources—leads to diluted communication, quality issues, and operational chaos. Mitigating financial risk begins by understanding that more revenue doesn't always equal more stability. True sustainability comes from building systems that support intentional, well-paced growth. The S.M.A.R.T. Framework in Action: Reducing Financial Risk Our S.M.A.R.T. Management System guides businesses in creating resilient, financially stable operations through: 1. Specific: Build with Intentionality Clarity is power. One of our podcast guests, Mike Heatwole (CEO of The Dala Group), emphasized the importance of sitting down to define what matters most—whether that’s paying down debt, investing in growth, or launching a new venture. When your financial goals are specific, your strategy becomes targeted and less prone to reactive decision-making. “If we don’t know what the goal is, how do we get there?” — Mike Heatwole, CEO of The Dala Group 2. Measurable: Track What Matters Many companies are blindsided not by invisible risks, but by unmonitored ones. We help clients implement tools to track cash flow, margin fluctuations, and budget variances in real time. Visibility into your financial health gives you the power to respond early and course correct as needed. 3. Achievable: Assign Financial Stewardship Risk is reduced when financial responsibility is distributed. Through teamwide financial literacy and clear accountability, we empower organizations to make stronger daily decisions. No individual person should carry the entire burden—and no key area should go unmonitored. 4. Relevant: Make Risk Management a Habit Quarterly or biannual financial health check-ins create a sustainable rhythm. These don’t have to be complicated—they just need to be consistent. Regular reviews embed risk awareness into your company culture and decision-making process. 5. Timely: Foster Honest Dialogue Financial silence is a hidden threat. As Brian noted on the podcast, emotions like fear or shame can prevent businesses from facing financial realities. We encourage honest, blame-free communication around financial performance, creating space for solutions and collective action. Case in Point: Short-Term Action, Long-Term Impact One of our clients, a family-run distribution company, had strong revenue but was bleeding cash due to aging receivables. Together, we built a six-week S.M.A.R.T. Plan focused on accounts receivable recovery. We implemented weekly check-ins, assigned ownership, and used real-time tracking. Within 90 days, their outstanding A/R dropped by 22%, freeing up capital and restoring operational confidence. It’s Never Too Late to Get Financially Intentional Many leaders in their 40s, 50s, or 60s worry they’ve waited too long. But as Mike Heatwole wisely shared: “It’s never too late. Just get started. Do something.” Progress—not perfection—is the goal. Start small. Build momentum. Take the next best step. This mirrors a concept we love from The Gap and The Gain by Dan Sullivan: measure progress based on how far you've come, not just how far you have to go. Final Thoughts: Make Financial Stability a Strategy Mitigating financial risk isn’t about a dramatic overhaul. It’s about consistent action, visibility, and intentional decision-making. With the S.M.A.R.T. Management System, IA Business Advisors helps businesses turn risk into clarity, fear into focus, and instability into opportunity. If you’re ready to start, we’re ready to help. Let’s have a conversation about what matters most to you—and build from there.

Enhancing Interpersonal Relationships for Toxic Workplace Recovery

May 29, 2025

Hello, team! Mary here, continuing our journey through the I in Team series, where we challenge and empower you to Find , Be , and Build Your Influence. One of the most common things we’re asked to help our clients with is toxic workplace recovery. This directly connects to the culture of the team, and while rebuilding that culture takes time and intention, it is absolutely possible. In fact, with the guidance of our I in Team approach and S.M.A.R.T. Management system, we’ve successfully helped more than 19,000 teams evolve into high-performing, values-based cultures. If you’re ready to take the lead and breathe life back into your team, we’re here and ready to support you. Practice Emotional Intelligence One of the most impactful steps you can take on your toxic workplace recovery journey is to practice emotional intelligence (the ability to recognize, understand, and manage both your own emotions and the emotions of those around you). Toxic environments are often the result of emotional disconnection, poor communication, unnecessary competition, and a culture that avoids constructive feedback. Begin by shifting your perspective: respond with empathy, ask thoughtful questions, and use “I” statements. These habits model two traits, emotional regulation and empathy, that influence how your team interacts and solves problems. Start small. For example, set a personal goal to give one piece of sincere praise or recognition per day. This is a S.M.A.R.T. goal, and it starts to reinforce positive emotional exchanges. Over time, this contributes to a psychologically safe environment where people feel seen and supported. Foster Open Communication Once emotional intelligence begins to take root, toxic workplace recovery is just around the corner. Open communication becomes more natural because when team members are aware of their own and others’ emotions, communication becomes seamless. The number one rule? Listen. Really listen. Without listening, communication is incomplete. Try implementing monthly influence partnerships—team pairings that rotate so members can get to know each other beyond surface-level roles. This creates connection and, when done with consistency (Timely), fosters trust across your team. Another way to build open communication is by creating a structured feedback loop. Clarify how and when feedback should be given—perhaps during weekly one-on-ones or monthly review meetings—and make sure all team members understand the difference between criticism and constructive feedback. S.M.A.R.T. feedback is Specific and Relevant, and when delivered with respect, it encourages team members to grow without fear. Lead by Example As we say throughout the I in Team series, everyone is a leader regardless of title. Whether you’re in the C-suite or just starting your first job, how you show up directly shapes the culture of your team. To begin, set some respectful boundaries rooted in your values. Let others know what you need to succeed and what behaviors support or disrupt your work. When disagreements arise, demonstrate what respectful disagreement looks like—calm, focused on solutions, and free from personal attacks. If your workplace has leaned into competition, shift the focus to collaboration. Collaborate on micro-goals, like shared tasks or cross-functional projects. Make the results Measurable and celebrate wins together (publicly, if possible). Consider S.M.A.R.T.-based team-building events (like problem-solving challenges or goal-setting workshops) to reinforce collaboration in a meaningful way. Final Thoughts Toxic workplace recovery starts with you. Every interaction, every word, every moment of listening is a chance to model what’s possible. Show up the way you want others to show up. If your team is struggling to rebuild or you need expert guidance, reach out . We’re here to help. Let’s keep influencing responsibly and positively together.