Empower Your Marketing People
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Empower Your Marketing People

Empower Your Marketing People

By John Jantsch

Let’s start with the assumption that anyone in your organization that comes into contact with a prospect or a client is a marketing person for your company. Like it or not, for good or bad, they are performing a marketing function with every interaction. So, why not give them to tools to do it well.

For today what I mean is this. Give everyone on your staff the ability to instantly correct a mistake or misunderstanding in a way that makes the client happy.

For instance, I made a purchase at a Radio Shack store and after I had completed the transaction the clerk noted that my purchase required batteries. Instead of requiring me to make a second purchase, he reached under the counter and grabbed two AA batteries and handed them to me free of charge. It wasn’t an under the table, don’t tell my boss kind of thing. You could tell is what done without hesitation as a gesture of service.

To some degree everyone in your organization should have the ability to right a wrong or fix something that doesn’t make sense, without having to pass the buck or call in the manager. I know some of you may be thinking that your employees will give away the store, so think it through and create some rules, but let them have some power to make customers feel good.

Guess what else will happen when you do this. Your people will immediately feel better about serving and will become much more solutions driven when they learn that you trust them with the tools to do their job.

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