This is the reason why we do what we do. We either have a product or service that we want to offer to the public. Whether you are running a business or working as an employee, there is something that you have or do that provides the basis for someone to pay you. This is part of how your value is established. This is also the first area we look to for quality and preparedness. How do you know your craft? How well do you know your products? Or should we ask - how good are you? By the way you do not have to be the best in this area; you do however have to be solid and consistent. That is the only way you can create demand and appreciation for what you bring to the table. We have worked with people who are not the best at what they do. Often times it does not stop us from working with them, we simply learn to adjust our expectations. For instance you may choose to use a different person to mow your lawn as opposed to the person you hire to build your flower beds.
What is important to note is that many of the products and services you use are not the best. They are simply represented by companies who are masters of the other tow disciplines - managing and marketing. So the rule is this - even if your products and services are the best, if you can not manage it no-one will care. I you can not market it, no-one will know.
In all areas of life we have to be great managers. This is what really keeps people coming back. Did you know that great customer service is a result of great management? But management is much more. It is the ability to deliver what you promise. It is completing projects on-time. It is the ability to effectively communicate with people who now rely on what you bring to the table.
Have you tried to hire a carpenter lately? For some reason this is one area that is known for horrible management. There are the companies that do not call you back, leave projects undone, and rarely live up to their promises. Sorry contractors. For many of you the mere thought of having to call a contractor, plumber, electrician, or other skilled labor can send chills up your back.
How about the typical fast food restaurant? Is their service predictable or it like play a game of darts - the bulls eye is rarely hit. The orders are wrong, the people are crabby, and fries are cold. This is not much fun.
When is the last time you went to see your doctor or dentist? You arrived on time but still sat for 45 minutes before you were seen. If you had come late you could have been passed over or billed as a no-show. It drives us insane.
These are common examples of products and services that cover a broad range, yet many of them suffer from the symptoms - poor management. Is this how you want people to perceive your company? If this how your boss sees your performance as an employee?
You can be better and do better. You will be surprised what can happen if you learn to put yourself in the shoes of your customer, refuse to make excuses, and delegate when appropriate. It will make all the difference.
Being a great manager of your life means that the people who you work with and for, will have a pleasant and predicable experience with you. This will keep them coming back again and again.
Marketing
While marketing and management are almost a toss up in importance, we may have to give a slight edge to marketing. Marketing is like playing baseball. A key to scoring is to get as many at-bats as possible. Even if you are not hitting the ball exceptionally well you will have the opportunity to get a good hit if you can get more swings at the ball. Marketing allows you to get more opportunities to demonstrate what you can do for potential customers.
Anyone who is struggling to get business will attest - until you have customers you do not have a business! Sure you have a warehouse full of product. You have business cards and pretty stationary. You have local and toll-free numbers. You even have a website. It simply does not matter. You have to have customers, the more the merrier.
Marketing and sales are married together. This why many people fail at it. You did not get into business to sell - or so you thought. You hate salesman altogether. Just remember - nothing happens until someone sells something. Industry does run and the entire world comes to a grinding halt if no-one is selling.
You have the responsibility to draw attention to your products and services. You need to convince people of why they should do business with you versus anyone else.
Products/Services, Management and Marketing, if you can bring these three components together in a productive and efficient manner, then you will have great success.
