Marketing works only when business strategy and execution work together. Ideas are great. Performance is better. And, performance is the manifestation of superior service. Nevertheless, consider that marketing is essentially communication with a business purpose. Communication requires a speaker, a message and a receiver. Representing the receiver, a target audience accepts information, or a message they like, then acts upon it. To make it easier to accept the information, the speaker and receiver reach some degree of mutual understanding, based on common perspectives, facts, or desires. The more the speaker can do for the receiver based on the message, the more successful the marketing efforts will be. Service-based marketing establishes communication that aligns messaging with execution so that customers get the satisfaction that they demand.
Marketing spirals out of control when claims are no longer credible. Bad marketers recklessly throw money at business problems expecting someone to believe the message so that the seller can grab more business. Facts get warped. Such tactics promote greed and fundamentally undermine value. Professionals focused on getting the deal done regardless of consequences use this tactic. This approach is known as the Money Grab. It is insincere and inefficient. The seller’s resultant problem becomes always chasing new customers because the insincere tactics fail to deliver on promises, or generate repeat business. The brand weakens, customers churn, distrust prevails. Finally, opportunities emerge only for competitors who actually deliver on promises.
Marketing succeeds when sincerity is core to the relationship. Clearly declaring value, followed by truthful execution creates an environment for repeat business. Equally important, credible marketing leads to referrals. Professionals typically want to project a personal brand of being knowledgeable and resourceful. A referral from a trustworthy professional circulates the marketer’s message from an objective source. Additional business is the result, which reinforces the marketing campaign’s purpose. This approach is known as the Money Hold. Great service has launched a profitable chain of events that secures additional business and consistent revenue. Clear communication of all parties’ success continues the positive momentum. Furthermore, delivering authentic service perpetuates credibility among all involved stakeholders.
Authenticity leads to longevity. Not every individual, business, or agency is a customer. However, servicing customers that meet established criteria, both culturally and financially, opens doors to sustained profits. But, the criteria must be established with honesty and integrity so that service providers can consistently hold onto desired customers. Because the marketer does well communicating expectations and execution, the seller benefits and the customer benefits. Successful sellers are authentically part of the community they service. Consequently, their service-based mentality drives their marketing success through the end user. Sellers that lead with a service mentality and empower marketers to tell that story, inevitably find success as a result of consistency in all business interactions.
By Glenn W Hunter
Principal of Hunter And Beyond