What the hell is marketing?

This is relevant question today because everyone seems to point to marketing as THEE key to success. And yet, definitions and expectations diverge wildly about what marketing is and what it is not. Mostly it seems to be misunderstood, misused or both. At Re:Sourceful, we say > Marketing builds and/or solidifies relationships with customers, so they buy from you and keep buying – even when they have other options.

We view it as the beginning of the sales process. Great marketing can sell in some cases, but the days of interruptive marketing or 'advertising' having the ability to grasp someone's attention and get them to act/buy are mostly long gone. Sure it may still work for some markets and some demographics, but even those options are slipping away rapidly. For every way we have to talk with our customer, they have a method to block or shield themselves.

Most of our partners are in the telecommunications industry, and changing/threatening regulations and rising costs are major issues for companies and the customers they serve.

So, where does that leave marketing? Possibly in a very good place if we are willing to change our approach, and change it dramatically.

Healthy relationships at any level are two-sided. They are about listening, caring and acting to the benefit of other person. Business relationships are exactly the same. For years most companies didn't treat them this way because they couldn't or didn't want to make the effort. Today, tools exist to better accommodate one-to-one communication and relationship building interaction, if you are willing.

In my view, these are some steps toward change that may help:

1) You need a truly great collection of talented people. Experts that have the ability to build and enhance relationships through sharing their knowledge for the benefit of customers. If you don't have them, you need the guts to go get them. You may have to move some people to other seats or off the bus all together.

2) Your entire staff needs the desire to communicate your collective expertise and then demonstrate that your people are the authority on the subjects in which you talk/write/share. If you have the desire, you will find the methods you need.

3) And most importantly, you need to transform your company into a sales organization. I'm not talking about some sleazy Glen Gary Glen Ross type, but rather, an organization that has enough discipline and caring to monitor, track and nurture individual relationships - of both longtime customers and prospects. So you can listen and respond quickly, if needed, in the format desired by the customer.

These ideas are not new, nor are they tremendously difficult. However, in order to do them you have to stop doing some things, and you might need to significantly retrain or change some of your workforce.

Marketing is not a department. It is a mindset which needs to reside in all areas of a company, if you want to be successful.

Clarity in the sales process IS the sale!

Clarity IS the sale, and clarity may take many forms. Too many sales people, or maybe more importantly, management, do not appreciate this. Make it easy to understand = customer buys.

Make it confusing = customer ignores you or moves on to buy from someone else.

Selling really is this simple. But, we make it more complicated all the time. I understand that some products or services are complex. Honestly, that doesn't really matter.

If the seller is transparent (demonstrates trustworthiness) the buyer will pick up the cue. It is easy to be clear when you are trustworthy.

Is it somewhat scary for the seller to be vulnerable? Absolutely!

Is it necessary in order to be overwhelmingly successful in any type of sales. Yep.

Often, the scary part for sales people is they don't want to be transparent enough to allow clarity to happen, so they skirt issues, they mitigate their speech, or use industry jargon for cover. The adage goes - if you can't convince them, confuse them.

Customers, not wanting to be 'taken,' are on guard all the time. They'd love to be open, but experience has taught them not to say too much for fear of losing leverage.

If you've ever had the pleasure of a transparent sales person, you know the comfort that feeling provides. Start building an organization of transparent sales people today. Your customers and your bottom line will thank you for it.

What baseball can teach you about being a better marketer!

I’ve heard many people say “baseball is so slow” or “baseball is boring.” If I know them, I'll ask why they feel that way. Usually the answer is similar to “there is so much standing around.” I’ll admit I was practically born on a baseball field and I love the game. Certainly not everyone has that same experience. However, there is a lot the game can teach marketers if we see what is really happening with every pitch.

Baseball is a game of fundamentals and planning. So is marketing.

Baseball is a game of strategy and patience. So is marketing.

Baseball is a game of subtlety and adjustments. So is marketing.

A fundamental example: if a base stealer’s footwork is bad, he will need to be one step faster than someone with perfect fundamentals to steal a base. If a marketer doesn’t engage staff early by asking questions and using their feedback, your campaign/promotion won’t be as successful as if you had.

A strategy example: there are (at least) 5 more ways to score if a runner is on second or third base, so you will see team sacrifice an out to move a runner up. It is basic baseball strategy, based on numbers. As a marketer you need a strategy and then you need to follow it. Too often I see a lot of wishing and hoping. Have a well-considered strategy. Use it patiently. Judge it carefully.

A subtle example: professional baseball players are great defenders too. They make hard plays look easy. Why? Because they were positioned correctly or they anticipated where the ball would be hit based on the pitch thrown or the hitter’s tendencies. They or their coaches notice small things and adjust accordingly. Baseball is a game of constant change. Marketing is exactly the same. Your ability to adjust in the short and long term is what will make your success.

See, baseball is not slow or boring when you know what to watch. Enjoy!

You get more bees with questions!

Sales. Team building. Marketing. Or, just getting along with others. This skill will assist you in many areas. Today there are numerous ways to interact with people. Facebook. Phone calls. Email. Skype. And yes, even face-to-face. This method will work with all of them.

It has nearly miraculous warming effects on people. The better you get at this the more positively people will think of you or your company. They’ll remember you. You likely will make more sales and build more brand equity. You'll probably be happier too.

What is this wonder skill? Questions.

Ask questions in a kind and polite manner and doors will swing wide open for you.

It takes sincerity. Failure may be painful because false sincerity is worse than rudeness. Consistency is needed to prove your sincerity at times.

If you show an interest in the people, remember names and use them to address those in which you speak, you’ll stand out and be remembered. Remember the sincerity rule here because you don’t want to be ‘that guy’ that over does this.

People care about their own interests and wants. That is not a fault; it’s just a fact. They might need what you have, but given the choice they’d rather get it from someone who is interested in them.

Done right. You’ll get more bees with questions. I promise.