Why are People one of the most important ‘Ps’ on your list? Because without them, you wouldn’t have a business! ‘People’ refers to your staff and your customers. And how you choose them and care for them will have a major impact on your success.
There’s an old saying in business that says the customer is always right. While it is essential to offer excellent customer service, never underestimate the importance of your team and always stand by your employees.
Value Your Customers and Your Staff
The truth of the matter is that the customer isn’t always right! So it’s important to find a healthy and productive balance between the needs of ALL your people.
It’s useful to view your customers and staff as a never-ending circle. If you provide outstanding customer service, you will promote your brand, keep existing customers and attract new ones.
The best way to achieve that is by recruiting the right people, training them well, and developing their areas of expertise. Most of all, you need to retain these key players, so that you can continue to deliver great customer service.
That’s why your employees are every bit as important as your customers.
Decisions Affect People
It’s essential to consider both groups of people when planning changes to your business. Let’s say you sell your products from a bricks-and-mortar outlet, but you want to add an online store. There are questions you need to ask yourself.
- Will people buy my products online?
- How can I make it easier for people to shop for my products?
- Do I have the right staff in place to service this new venture?
- Will I have to provide further training?
You also need to determine your customer target groups. This is a crucial part of your online marketing strategy. While some products suit all markets, most appeal to a particular demographic. If you don’t get it right, you’ll be wasting money advertising and marketing in all the wrong places.
Build Trust and Loyalty
The advantage of online marketing is that it is easier to define your target group. By analysing feedback and statistics, it’s possible to build an accurate model of your perfect customer, right down to age, gender, geographical area, income, habits, and more.
You need both groups of people – your customers and your staff – to believe in your product. For your customers, that means they will not look elsewhere for the same product. For your employees, it means they will take pride in their work and become more productive.
American author, salesman and motivational speaker Zig Ziglar summed it up best when he said, “You don’t build a business. You build people and then people build the business”.
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