Selling Expenses (2 of 3): More Efficient Marketing - John M. Leask II CPA/ABV, CVA

Selling Expense

Part 2 of a 3 part series

Warning Signs:

    • Increased selling expenses.
    • Increased overhead expenses.
    • Significant adverse deviations from budget.

  • Significant increase in a particular line item’s cost.


  • Marketing: Test your marketing results against measurable standard.
  • Marketing: Use targeted data base to improve direct mail lists.
  • Marketing: Improve use of yellow pages with selective, thought-out use.
  • Marketing: Improve distribution of flyers and brochures.
  • Marketing: Weigh use of sales reps vs employees.
  • Marketing: Piggy back ads, flyers, brochures and trade show booths.
  • Marketing: Use party sales.
  • Marketing: Use seminar sales.
  • Service contracts are a form of insurance; follow insurance guidelines.
  • Shipping Cost: Charge client; explore local options; shop express mail; review policy.

Back to The Business Doctor

>>Selling Expenses (1 of 3): Cutting Discretionary Selling & Advertising Expenses
>>Selling Expenses (2 of 3): More Efficient Marketing
>>Selling Expenses (3 of 3): Cutting Travel Costs