In 1995 Francis Fukuyama wrote this great book about the concept of "trust" at all levels, when marketing still is not talking about branding and creating emotional bonds of long-term trust with stakeholders in your business, especially with your customers.
It is true that Mktg is a very inexact science, there are many gurus blowing smoke and that the reality is very stubborn, especially in this time of crisis.
is also true that it is very easy to preach about the mass mktg and the need to establish loyal relationships with customers, but when you apply these concepts to your shop, factory TU, TU industrial zone far away from the glamor of Palo Alto, you begin to doubts about its effectiveness, especially when all your customer is concerned is the price and be able to pay for 180 days, tops.
Ultimately, building trust, talent and attitude are what make the real difference in a company where marketing begins and everything: the excellence of our customer service is the sum of the excellence of our employees and this is achieved by adding enpowerment talent, confidence and understanding with delegating actions in our people, giving you the freedom to take risks and make mistakes, sharing a dream, a project where everyone counts.
Mktg Marketing is also internal. You know and listen, convey confidence (confidence, trust) and competition. Be an engineer, a technician at a meeting, knowing that probably screw it up with the customer, when asked how it is about our product, when tested and polished it is, what problems we have in our platform.
's "marketing people" and sales do not usually do this: "Well, I did and although sometimes I wanted to strangle my naive, kind, honest and competent engineers, I played my match and I knew that long-term what he was doing was to earn the trust of my client, not to sell something NOW, but to sell you something THROUGHOUT LIFE.
I've never regretted Thanks to this, Amper, a small English company in Australia did not know how to put on a map, won there more technology export contract in the history of Spain (until then, 1997), without a dollar of public funding for merit and daring, the work of these great engineers, for their talent, their ability to execute a trust marketing. "
Marketing is also counted, for a great feat like this is not to lose consciousness.
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