November 18, 2004
Everyone’s a Marketer, Part II
In Part I of this posting, I talked about how everyone’s job function is increasingly touching customers and therefore, in our networked world, everyone needs to think like a marketer. This posting has the same theme but a different spin. From the perspective of the individual person (in a company, and in life), marketing is central to success, although the definition of your target market needs to change with the circumstances.
Interviewing for a job? How good a job have you done building the brand of you (your list of accomplishments)? How good is your collateral (resume)?
Want to get an increase in your department’s budget or buy a new piece of hardware? Have you adequately defined the return on the incremental investment you’re proposing?
Need to get that project done? What’s your universal selling proposition to get others to help you out (“here’s why it’s good for you to cooperate”)? Are there any incentives involved (“I’ll buy dinner if you stay late and help with this”)?
Working hard to get a promotion? Identify a new customer segment, or a new problem to solve for your customers, or a solution to that problem, and your marketing skills will get you there.
Want to go somewhere off the beaten path on vacation? Better come up with some great selling points that resonate with specific members of your family (it’s beautiful, it’s inexpensive, the food is great, no one else has ever been there) to convince them all to go along with you!
I suppose this posting (and maybe the other one as well) could be entitled “Everyone’s in Sales,” and that would also be fitting. Anyone who’s not in marketing or sales but who’s interested in learning a few of the basics should consider some outside reading. I’d recommend Positioning: The Battle for Your Mind, SPIN Selling, and Getting To Yes, but there are many, many other great books that would also do the job.