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People - The Differentiating Factor

By Vicki Lynne Morgan, CMS
President – ANIMAL BRANDS^®

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 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 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, four of which are considered to be most important: Product, Price, Place, and Promotion.  The power of the fifth element often overshadows the rest -- it's the People.  By connecting and implementing full-circle™ marketing and selling strategies, People have the power to form quality partnerships with customers.

Today, there is a resurgent emphasis on marketing and selling strategies that build enduring customer relationships.  Ongoing relationships are consistently more profitable, more enduring, 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' strategy to create brand identity, trust, long-term customer loyalty and profitability.  Considering the recent evolution of 'dot com' companies, 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.

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