When it comes to marketing, there are no defined rules for any given circumstance or situation.
Marketing – “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. From a sales process engineering perspective, marketing is “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfactionWikipedia
An institution is basically a law, or a rule. This means that there are standards of marketing practices and the way you should engage with a prospect. There is an overlying process in other words and that is the definition of marketing itself.
Marketing is at its core a process of exchanging ideas.
It starts with communication.
Beyond that however, the process is defined based on your talents and passions as an individual and the type of product you are selling. What do you have to offer, and what is the best process for you.
This is something that can take some time. It is also something that requires trial and error. The most important thing to consider when coming up with a process is creativity. Sometimes you have to let your imagination run wild, so you can see things from an out of the box perspective. Don’t be afraid to look at your entire process from an out of the box place. Out of all the different personality types, chances of finding someone like you on a consistent basis are slim. This means you must be able to see things beyond yourself.
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.”Steve Jobs
In a relationship marketing business, the people are the most consistent and important part of the overall equation. We are in the people business. People are different. They are driven by different opinions and world views. We don’t all see things the same way, which means, you have to learn to see things beyond your own point of view.
This is going to lead to some failure, especially in the beginning phases of building your business. You aren’t going to connect with people in the right way, unless you already have a lot of experience doing this. If you do have a lot of experience, and you haven’t ever had much success, it is probably because you are expecting most people to see things the way you do. Remember, most people in the world have a different personality than you do. What drives you isn’t going to drive them.
We all know the definition of insanity, so why is it so many people who understand the definition keep doing the same things over and over again, expecting to get different results. If the results are the same, the game needs to change. The process needs to be molded into something a little different.
How do you use failure to your advantage?
If you fail, it is a huge opportunity to examine where things went wrong. Because we are in the people business, and going wrong means people aren’t connecting with what we have to offer in the same way we are, the best way to figure out what is going on is by talking to people. Yes, in a relationship business, the best way to overcome failure is to build stronger relationships.
As we have gone over in other training articles, we build relationships with marketing. That doesn’t mean we build relationships by selling. It means we build relationships by sharing ideas. We build relationships by exchanging value. That is a two way street.
How do your relationships give you value?
Well, if you listen to what people are saying, they will tell you why you are failing. If you listen to people, they will tell you everything you need to know about perfecting your process.
Failure is something that you should expect in the beginning of your journey. Even though you are getting the most powerful training and resources, you still have to perfect YOUR PROCESS.
The good news is, once you have perfected it, you know exactly what you need to do to get to where you need to go. From here on out it is a numbers game, right?