7P’s of the Marketing Mix: People in the Marketing Mix
In marketing mix, people are also important. In fact, without them, products will not exist. Without them, no one would be responsible for selling and getting those products out there.
However, more often than not, the importance of people in marketing is being neglected. This is due to the fact that not everyone is being respectful of their customers. How many times have you seen establishments fail because of the people who are running them? How many times have you noticed restaurant staff not being attentive to their guests?
What you need to understand is that people are the backbone of the company—and that’s why you have to make sure that you only have the right ones at hand.
Training Is Essential
According to Marketing Mix People expert Jim Collins, one could think of a business as a vehicle that’s stuck in a road and couldn’t move forward. Now, in order to move forward, one has to start letting the right people stay in the vehicle, and let the wrong people—the excess baggage—out.
You could also think of times when you have to travel. You’re often advised to pack light, right? Well, that is exactly what you have to do. You have to realize that if you try to bring everything and everyone with you, your ship will really go down sinking.
In short, if you have a company—no matter how small it is—you need to make sure that proper trainings are done. From the very first day that employees start, you need to help them know what they need to learn, and let them be regularized when they have already proven themselves. Now, if they fail to meet your expectations, don’t feel guilty about letting them go. It happens. It doesn’t mean that you’re an awful person.
Training will help your employees utilize their skills and improve themselves in the best ways they could, and they also should undergo Continuing Professional Development (CPD) classes so they could learn more about marketing tactics, and how to deal with customers better.
Proper Customer Service
Speaking of dealing with customers, you have to keep in mind that a great company is one that has the best customer service available.
You see, you always have to keep in mind that you have to try to please your customers and make sure that they’re getting their money’s worth. In case they get to have problems with your products, they have to feel like you actually care for them, and that your customer service staff are willing to attend to their needs.
In this case, your employees’ disposition and attitudes are important. They have to be courteous, and they have to be helpful—there’s no need to brag or be arrogant. And again, training would help to keep things in check in this category. When you have amazing customer service, people will surely talk about your company—in the right manner—and so you may gain more followers in the future!
And, possibly the biggest reason why people are important in marketing, and any type of business, is the fact that they can help sell and promote your products.
Now, basically, there are two types of sellers: there’s the order-taker, which, as the name suggests, is responsible for knowing what customers want, and making sure that he gets to record the details.
Meanwhile, there’s the delivery salesperson, who should be in charge of getting those products to their rightful owners. You have to make sure that they work together so your marketing efforts would be more efficient. You also have to make sure that they get to be as creative as possible when it comes to letting people know about what your products are all about. Creative people surely can change the world—and if you have a business, you’ll get to prove it.
Keep the Best
Remember: Keep the right people with you, and your business will be on the right track. Good Luck!