Tuesday, April 15, 2008

Marketing and Friendship

I am a marketer; have been for 12 years. I know what a good marketer looks like--I have seen the best. The best marketers act in their client's best interest. If something goes wrong, they represent the client's interests to the company, as a friend would. They make sure that all parties to a deal get a fair shake, or they don't do the deal. A great marketer will be a true friend to their client as well. Nothing false or dishonest. The best deals are the ones where everyone is happy, and you can make friends and be a friend as well.

In a previous post, I described how to be a good friend and a good client to a marketer, by describing someone who is both. This man, the best in the electricity business in my opinion, shows respect and compassion, concern and true friendship. This is an important skill in marketing. I would go so far as to say this is THE MOST IMPORTANT SKILL in marketing. Too often, the human element is left out in teaching. The numbers show you should to this or that, but HOW you do whatever you do will mean all the difference in the world. People will do far more business with a marketer who shows sincere compassion and interest than with one who does not. This is not only common sense, it is my experience.

When networking, for example, you are marketing yourself. The idea behind networking is mutual help. Why should someone help you if you do not care about them, do not show compassion, concern or respect?