People, The Missing 'P' In Marketing

Most marketing textbooks teach the 4 P’s of marketing (Product, Price, Place, Promotion). Although the promotion aspect of marketing gets the most attention the other 3 P’s are equally important in a successful business. If there’s no product worth buying, no amount of promotion will make it successful. Likewise, if the price is above what the market will allow, no units will move. Also, if you have everything else right (the price, product, and promotion are all ideal for the market) if the consumer can’t find how to obtain the product, it doesn’t do anybody any good.

However, I argue there is one more P that is the most important—people. We often use the term consumer so much we forget that everything we do as marketers and businesspeople is supposed to satisfy the needs and desires of people…real people. Today’s most successful companies are aware of this, and they incorporate people and their feedback into every component of marketing, from product design to communication. Smart companies know that people keep the bills paid. Smart companies know that people talk. Smart companies are coming up with solutions that people need and want often before people know they need and want them. Take Apple’s iPad for example.

Employees and customers must be treated with the utmost respect, as though they’re the ones making and buying the products. Oh wait, they are. Remember that.

Managers, How To Get People To Do Things

Why is it that some managers have great relationships with their employees while others don’t? How is it that turnover can drop, or increase tremendously with the addition or subtraction of a single person? Managers typically have the same or very similar goals, stresses, and pressures. Getting people to do what you want is, for the most part, pretty simple. You don’t have to have a prestigious degree. You don’t have to have the answers to everything. They may help you earn respect, but they won’t get people to do things for you. Respect is key to getting people to do things. The days when tyranny scared people into productivity are all but over. You have to make people feel important.

What Is Making People Feel Important:

• Showing respect to the people with whom you work
• Providing constructive criticism
• Encouraging creative solutions
• Involving your team
• Remembering (and saying) a person’s name – VERY IMPORTANT
• Saying “hello” to people (address them with their name)
• Explaining the importance of a project or assignment
• Listening to concerns (real listening)
• Following up on those concerns

What Is NOT Making People Feel Important:

• Attempting to buy respect
• Providing destructive criticism
• Not listening to critiques made of you
• Assigning assignments and projects with no explanation
• Not involving your team
• Not listening to your team
• Hearing concerns rather than listening to them
• Forgetting about things that are important to others
• Gossiping
• Sexually harassment

I know you can think of others you can add. What else would you like to add to these lists? Leave your comments below.