|
Sales & Marketing Tips & Techniques
People ~ The
Differentiating Factor
As a passionate
student of state-of-the-art marketing and selling
strategies, I have coined the term Full-Circle™
as it relates to a comprehensive program that is
essential for a 'lifetime of success'. A
significant element in today's customer-driven
environment, People serve as the
'glue' that synchronizes this Full-Circle™
concept.
Marketing is having what people want. Marketing is
the 'in your face' strategy that creates a presence,
a brand promise, an inducement to buy, and a
validation of the buying decision.
Marketing is a
dedication of all policies, planning, and operation
for the purpose of
attracting and keeping customers.
Selling is getting people to want what you have.
Selling is the act of getting and keeping
customers. Selling requires a
personal/corporate philosophy* that clearly defines
strategies related to: relationships, customer
needs, products, and presentations (including
customer service). People on
the staff -- every
one of them -- must appreciate and implement these
strategies.
Marketing plans
include eight clearly defined elements, Product,
Price, Place, and Promotion, Positioning, Packaging,
Physical Distribution, and People. The
power of the eighth element often overshadows the rest -- it's the People. Not only are
People the most important asset of a
business, it’s the POTENTENTIAL of the People
that truly counts.
Today, there is a resurgent emphasis on marketing
and selling strategies that build
enduring customer relationships. Ongoing
relationships are consistently more profitable,
more long-term,
more resilient, and more readily leveraged. The key
element in this scenario is the People
-- every member of the staff, regardless their role
in a company.
With appropriate leadership and vision, People
can affect a synergy between the elements of a
Full-Circle™
approach to
create brand identity, trust, long-term customer
loyalty and profitability.
Considering the
evolution of our global economy, technology and
ebusiness cannot accomplish this alone. It's the
People that make the difference -- those
who touch the customer.
The Bottom line:
This is the era of personal/partnership selling --
an era that is not readily supported by the
impersonal nature of the internet. People
are the most powerful marketing resource
available to
achieve brand identity and customer commitment.
People are the differentiating factor.
© 2006 - Vicki Lynne Morgan, is president of Animal
Brands Marketing, Sales, and Consulting Agency and
it’s division, Russmor Marketing Group, based in
Califon, New Jersey. In addition to providing
private consultations, keynote speaking, and
workshops, Morgan teaches many professional
education classes at New Jersey community colleges
and counsels clients for the SBA-sponsored Small
Business Development Centers in New Jersey. She is
a Certified Guerrilla Marketing Coach, certified to
teach PSS Professional Selling Skills by Achieve
Global, and earned a CMS from a division of
ISO9000. Her topics include marketing, selling
skills, customer experience management, and trade
showmanship. For additional information, please
visit
www.russmormg.com, email:
vmorgan@russmormg.com or call 908.832.9557.
|
