No matter the industry or the size of the company, there is usually a group of men and women under the umbrella title of “Marketing Department.” Their job is to engage customers in a way that promotes brand loyalty, often through the use of printed materials and catchy slogans. Well, I’ve got some news for you. You know that fancy group that you pump hundreds if not thousands of dollars into each year? It isn’t really your Marketing Department.
I think I can hear you shouting at your computer monitor right now…
“What are you talking about? Jim, Jan, and Jonah [my Three Marketeers] are the best thing since sliced bread!”
I’m not arguing with you— I bet they’re great! But what about the people who interact with your customers on a daily basis, through phone calls and handshakes? They are what prospects think of when they see your logo or hear your radio ad on their morning commute.
So what things can you focus on to get the most out of the real driving force behind your brand identity? Read-on Bonus: they won’t add a dime to your existing marketing budget.
– Phone Training. Start by coaching each person who has the possibility of answering your phones. There is a big difference between “This is Jay” and “Good morning. This is Jay. What can I do to help you the most today?” Free, simple, and will make a world of difference in the eyes of your customers.
– Customer Experience. Does your team understand the importance and magnitude of a positive customer experience? Commit, together, to going above and beyond the call of duty when it comes to delivering customer service. In the end, this will set you apart from your competition.
– Atmosphere. This is an area that tends to be overlooked. What are your customers forced to stare at while they are waiting in line or in your lobby? Is it an ad for industrial strength oil remover? Does the disorganized mountain of paperwork that has built up all over your front desk amaze them? Take advantage of the opportunity to send the right message. Cleanliness and organization can go a long way, especially for a first impression.
My goal here is not to discredit your highly trained, technologically saavy marketing folks. Their work is important and can really help your business grow. Conversely, I hope you take this as an opportunity to look again at the people you have in place internally. If a customer interacts with any member of your team, whether it be on the phone, in person, or via email, is the experience a positive one? This is true marketing and this is how you keep prospects lining up at your front door.

This week, “Hopeless Remantic” Anthony Stanley challenges traditional marketing departments and writes about the importance of your internal team. Like what Anthony has to say? Want to get into a friendly debate? Leave him a comment below or email him directly.