Bring up retail branding and sales marketing to most service businesses, manufacturers, law firms, doctors offices, sales organizations and B2B companies... and they'll kindly tell you (sometimes with a snooty sneer) "we're not retailers." Ah, but you are. You may not have a store front or a cash register, but you do have a bottom line.
If you're in business, you're selling something. If you have a competitor you have a sales challenge. You ARE a retailer. You may be selling to distributors, to governments, to other companies, or even to your sales team, but you're definitely selling yourself everyday. Welcome to retail therapy.
"Retail" is not a four-letter word. Retail thinking is your ticket to bigger sales, higher profits and better (outrageous!) results. The sooner you embrace your retail-ness, the sooner you can get down to business.