Summary
Managers want the best staff performance from employees. But there’s a “catch”. Staff performance is a consequence of marketing.
The Sad Reality
If your marketing’s poor, your staff performance will never be great. It may be OK. It may occasionally be good. It will never be the “best”.
Essentials Of Sound Marketing
Good marketing is based on two essentials
- A specific, unambiguous business focus
- A clearly defined, narrow target market.
It boils down to this: you must be very clear about exactly what it is you’re selling. And you must be equally clear about who you’re trying to sell to. Your staff must be totally clear about these issues too.
Business Focus, Target Market And Staff Performance
Managers must tell staff exactly what performance is expected of them and how that performance will be measured. It’s almost a no brainer. How can staff know exactly what’s expected of them if you, the manager, aren’t clear on what you’re selling and to whom?
Sources Of Staff Confusion
Lack of clear business focus and a precise target market confuses employees:
- They’re never sure where to direct their best efforts
- They don’t know which clients and prospects are most important
- They’re confronted with overlapping and contradictory systems because unclear focus creates system chaos
- They lack clear performance standards because the standards, like the systems are conflicted
- The different demands created by lack of focus mean that employees are constantly distracted from one issue to another
- They’re not sure what they’re responsible for nor what responsibilities other staff have
- When something goes wrong it’s always “someone else’s fault”.
Effect On Managers
Poor marketing hurts managers too.
- What is the best use of resources?
- Which employees are the most reliable?
- Which prospects should I chase?
- Which customers should I cultivate?
- Which systems create most desirable results?
- Which products create most revenues?
- Which products are most profitable?
And “That’s Not All”
Every ounce of uncertainty in a manager, creates a pound of confusion in employees. There’s an absence of cohesion between staff. Disagreements occur about priorities and use of resources. Employees constantly harass the manager for clarity and guidance. The manager constantly becomes involved in “fire fighting”. Employees quickly learn that the manager’s confused too. They soon lose enthusiasm.
A Cautionary Tale
In the mid-20th Century, a Chevy was a Chevy, a Ford a Ford, a Cadillac a Cadillac, a Jeep a Jeep. If I said I drove a Ford, everyone knew what I meant: the same applied to a Chevy or a Cadillac or even a Jeep.
During the last quarter of the Century all the major manufacturers decided they wanted a car in every part of the range; small, sports, 2 door, 4 door, family, luxury, SUV. A Ford could be small, sporty, family, luxury, 5 door or even a “people mover”.
This was a serious marketing error. The manufacturers tried to be all things to all people. They failed. Overseas cars became commonplace. If a Ford meant nothing in particular, why not try a Toyota? Notice that the staff didn’t change. But they suffered and are still suffering.
Did you know that the Toyota Lexus is the best selling luxury car in the US? But it’s sold only in specialist Lexus showrooms and serviced by specialist Lexus engineers. It’s a separate division of Toyota. And the word “Toyota” has long been dissociated from the name “Lexus”.
Would you prefer to work for Lexus or Ford?
Clarification
I’m not saying that business lacking absolute clarity of focus and market won’t succeed. I am saying that they’ll never reach their potential and nor will their staff.
I’m not saying that businesses with brilliant staff will always succeed brilliantly. I am saying that success will be very elusive without clear focus and market, no matter how conscientious the staff.
The Marketing – Performance Link
One of my pet sayings is “Marketing isn’t everything: but everything is marketing”. It’s the core of corporate success. You can have the most innovative, creative and desirable product or service on the planet. You can have really outstanding employees. If you’re marketing’s poor, you’ll be in trouble.
Conclusion
Business fail to succeed, or simply fail, for many, many reasons: lack of adequate funding, declining market demand, poor customer service, poor perceived value for money to name a few. But no matter what the nominal cause, there’s always a link with some aspect of marketing. Even the best staff cannot provide best performance.
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