It’s a team effort
BY TERRY BROCK
Technology and marketing specialist
Relationship marketing is vital for business success. We long ago passed the era of the “derby hat and cigar puffing used--car salesman” type of mentality. Today’s buyers want someone they can trust, rely on and have confidence in to build a relationship and do business.
Due to the fast-changing nature of technology in today’s world, we also need relationship marketing for our team. You really need to “sell” yourself to your team to make them part of your marketing. Establishing, building and maintaining quality, profitable relationships goes beyond customers. It relates to the team around you.
Steve Epner, a business consultant in St. Louis who also contributes columns to The Wholesaler, shared with me an idea that goes beyond the “supply chain.” We all know that a chain is only as strong as its weakest link. In a supply chain, if one component breaks down, the rest of the chain suffers. If a manufacturer can’t deliver quality products by a given date, the wholesaler suffers, the contractor suffers and the end user suffers. All parts of that supply chain break down when one element runs into problems.
Epner’s revolutionary and highly appropriate idea for 21st century business success is the idea of a “supply team.” Think of a basketball team. If one member is off that day, the rest of the team can “run cover” to help bring him back up to speed. The rest of the team can see what is happening and can figure out what can be done to restore the team member to full functionality and make the whole team better.
This “supply team” concept is ideal for any business. You can’t do it alone. As we often say in technology, “None of us is as smart as all of us.” No, you really can’t do it alone. Each team member does best when others are there to help that member grow. When such a situation exists, each team member grows individually and can achieve his or her personal best.
This is the irony of the human condition. We are all individuals and by nature focus on our own needs. We only breathe for ourselves. We only sleep for ourselves. We live in our own world, in our heads continually thinking of our individual needs. Yet, success in life only comes when you get outside of your own needs and focus on the needs of others. Zig Ziglar is often quoted as saying, “You can get anything you want in life if you help enough other people get what they want.” These others are customers, of course. But the concept of helping others -- relationship marketing -- extends to your supply team.
Personal success depends on your team
A few years ago, American Express asked me to go to New York to interview Earvin “Magic” Johnson, as they were launching a new card. You probably know Magic Johnson from his success in basketball. During the time I met him and interviewed him in front of the cameras and the crowd, I was able to see insights into this man that aren’t often seen by the public.
Yes, he has done well in basketball, but I think of Magic Johnson as a great businessman and a very wise gentleman. He told me in the interview that your success really depends on your team. As he related to me, he played with Kareem Abdul Jabbar, James Worthy and others. He stressed to me the importance of assembling a strong team around you. He concluded by saying, “If you don’t, you will fail in this whole business.”
You and I have to assemble a team around us. This doesn’t necessarily mean employees. I’ve found that many successful people today work with a team of contractors from many countries. Yes, we leverage technologies like Skype (multi-chat, video, audio, etc.) to facilitate this. Those that don’t know about and resist new technologies fall way behind those who embrace the right technologies.
Timothy Ferriss has a new book called The 4-Hour Workweek, which I highly recommend. In that book he discusses the importance of outsourcing whatever you can so that you focus on doing those things you do best. The legendary management guru Peter Drucker shared that same concept with us years ago. Thomas Friedman’s excellent book, The World is Flat, does a remarkable job of discussing benefits of outsourcing and how to make it work for you.
I’m outsourcing many tasks around the world and leveraging technologies like Skype to get it done (just keep on eye on www.timeanddate.com to know what time it is wherever you’re calling!).
Assemble your supply team from the best available around the world. Relationship marketing is about serving customers, both internal and external. Let your supply team know your philosophies about doing business and how to treat people so that they have both a profitable and enjoyable experience working with you. Isn’t that what both business and life are about? Leverage technology like crazy! Keep an eye out for new, emerging trends that help you serve your supply team.
Relationship marketing is an ongoing and wonderful way to do business. It always has been and today, thanks to technology, we can do it better than ever.
Terry Brock is an international marketing coach and columnist who helps businesses market more effectively, leveraging technology. He shows busy professionals how to squeeze more out of their days, using time-honored rules and practical technology tools. He can be reached at 407/363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com