I’m going to share three concepts with you. You’ve heard them before. But perhaps you haven’t linked them together to see the powerful situation they can create for your company. And none of us, regardless of how diligently we work at perfection, ever “arrive,” so we need to keep working to be our best and make our companies all they can be.
Concept #1: Every truly successful company is a marketing company first
Too often, we focus on our products or services, thinking we have to make them better. While consistent improvement of our offerings is good, consistent improvement of our clients’ or guests’ experiences is more important. From the first time someone becomes aware of our existence to our ongoing relationship with them, it’s all marketing. It’s all about the client.
Concept #2: Marketing is a mindset, not a department
If we’re really going to create a marketing company, marketing can’t be the sole responsibility of a department or individual. Marketing is a way of doing business. It’s a cultural mindset. Which leads us to our final concept…
Concept #3: Every employee, agent, or other company representative is the company
For good or bad, every human point of contact a prospect or client has with our company creates the face of our company. Years of pleasant association and rapport can be destroyed by one careless moment on the part of one thoughtless company representative. By the same token, the person who goes above and beyond the call of duty in the name of the company can create an instant bond between our company and a newly won client.
As I stated earlier, you’ve heard these concepts before. Where does your company rank in the implementation of them? What steps can you take today to set a path toward becoming a full-on, world-class marketing company?
Here’s to your marketing success!
Bryan Waldon Pope