Make customers your company’s best salesmen

The idea that marketing is something that companies do is so ingrained in the business mindset that it’s impossible to think otherwise. Yet, that’s exactly what needs to happen. More

To continue reading this article, please do one of the following.


Make customers your company’s best salesmen

Posted 3/24/14

The idea that marketing is something that companies do is so ingrained in the business mindset that it’s impossible to think otherwise. Yet, that’s exactly what needs to happen.

It’s true that many marketers enthusiastically avoid the traditional marketing label with energetic efforts to recalibrate their careers. No matter what you call it, pull the curtain back and marketing largely remains an “activity” or a “function” with the mission of engaging customers for the purpose of selling them a product or service.

And, there’s the rub. Contrary to popular thought, the heartbeat of a business enterprise is neither “making sales” nor “making money,” although this is why many of us continue to think that is why businesses exist.

All of that is dead – and for one reason: it doesn’t work today. In fact, it hasn’t for quite awhile. It’s exactly what occurs when a company such as General Motors is forced to recall nearly 1.37 million vehicles because of a defective ignition that reportedly caused 31 deaths, a flaw the company knew about for more than a decade, but kept under wraps. Why? Because it flew in the face of “making sales” and “making money.” All this led to the announcement that the newly minted CEO was, in effect, taking on the additional title of “chief defect correction officer.”

Steve’s dad got it right

Steve Jobs understood this better than just about anyone. He tells of how he came to appreciate perfection by watching his adoptive father, a skilled mechanic and handyman, build a bookcase and giving the back of the bookcase the same attention, care and finish as the front. This was why Jobs always showed us the inside of Apple products, not just the outside. It was all about excellence.

This is also what it takes to turn customers into marketers. It negates the need to keep pumping out “new” whiz-bang products every 90 days to beef up sales.

It’s about taking customers seriously, bashing barriers of access and answering inquiries promptly to the customer’s satisfaction. It’s about keeping promises and not making customers chase you. It’s about meeting challenges with grace and transparency. It’s about creating confidence and making a company believable.

Next Page
PBN Hosted

Join PBN for the best networking event and party of the winter - January 15, 2015 - the Book of Lists Party at the Providence Public Library. Reserve your spot by December 31st and get a holiday gift from PBN!
  • Best Places to Work
    Enrollment is now open for the 7th annual Best Places to Work program. Winners w ...
  • Manufacturing Awards
    Applications are now being accepted for the 2nd Annual Manufacturing Awards. Dea ...
Purchase Data
Book of Lists
Book of Lists cover
PBN's annual Book of Lists has been an essential resource for the local business community for almost 30 years. The Book of Lists features a wealth of company rankings from a variety of fields and industries, including banking, health care, real estate, law, hospitality, education, not-for-profits, technology and many more.
Data icons
Data can be purchased as single lists, in either Excel or PDF format; the entire database of the published book, in Excel format; or a printed copy of the Book of Lists.
  • Purchase an e-File of a single list
  • Purchase an e-File of the entire Book of Lists database
  • Purchase a printed copy of the Book of Lists
    Latest News