A Twin Cities business-to-business company has excellent service, strong salespeople, award-winning sales collateral, and a problem:
The company believes that sales and marketing are for the sales and marketing people.
As a result, that company is carrying an enormous marketing liability. Their CFO is negligent, unresponsive, and rude. People who deal with the CFO have a tainted view of the company, even though the CFO is the only bad apple they've tasted there.
The CFO cost his company over $50,000 in business last year just from one source of referrals: Me.
The president of Seasonal Concepts, Albert Schneider, stresses how fragile a service business is:
"We can have great talent, products, prices, and advertising. But if that sales clerk at the end of the line fails, everything fails. The buyer doesn't return. And if the buyer suffers a very bad experience, he tells all his friends not to come, either."
Everyone in your company is responsible for marketing your company.
Every failure is likely to be costly.
More than half of all Japanese companies do not even bother to have marketing departments, because they believe that everyone in the company is part of the marketing.
Marketing is not a department. It is your business.
***** by Harry Beckwith, Selling The Invisible
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