MARKETING MIX PEOPLE PEOPLE – MARKETING MIX • One of the essential elements of the marketing mix is people. This includes everyone who is involved in the product or service whether directly or indirectly. Not all of these people get in touch with the customers. But all these people have their own roles to play in the production, marketing, distribution, and delivery of the products and services to the customers. PEOPLE – MARKETING MIX • People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it. • People buy from people that they like, so the attitude, skills and appearance of all staff need to be first class. People have an important role in service delivery, they are relied upon to deliver and maintain transactional marketing and people play an important part in the customer relationship. PEOPLE INVOLVED IN MARKETING: PERSONAL SELLING 1) Product Delivery Salesperson His or her main task is to deliver the product, and selling is of less importance e.g. fast food, or mail. 2) Order Taker Internal - The internal sales person would take an order by telephone, e-mail or over a counter. External - The external sales person would be working in the field. In both cases little selling is done. PEOPLE INVOLVED IN MARKETING: PERSONAL SELLING 3) Missionary Here, as with those missionaries that promote faith, the salesperson builds goodwill with customers with the longer-term aim of generating orders. 4) Technical Salesperson Their in-depth knowledge supports them as they advise customers on the best purchase for their needs. 5) Creative Sellers Work to persuade buyers to give them an order. This is tough selling, and tends to offer the biggest incentives. The skill is identifying the needs of a customer and persuading them that they need to satisfy their previously unidentified need by giving an order. PEOPLE INVOLVED IN MARKETING: CUSTOMER SERVICE • Customer service provide expertise, technical support and coordinate the customer interface. • People are the transactional interface between the company and its customers so people deliver the service and they collect money. • People underpin the customer relationship between the company and the consumer. Remember that people buy from people (as we always remind you on Marketing Teacher) and that the relationship between the person you are dealing with and yourself add much value to the transaction PEOPLE INVOLVED IN MARKETING TRAINING • All customer facing personnel need to be trained and developed to maintain a high quality of personal service. • A training and development plan is constructed for the individual which sets out personal goals that can be linked into future appraisals. On-the-job : involves training whilst the job is being performed Off-the-job : sees learning taking place at a college, training center or conference facility IMPORTANCE OF PEOPLE IN THE MARKETING MIX People Who Make the Products There are people down the line who are responsible for coming up with the products and services of the company. Companies should take time to hire people who have the competence and expertise in the particular industry they are operating in. People Who Bring the Products to the Customers Are the people who are supposed to know what the customers want and what the best way is for these customers to get what they want. Marketing efforts are focused on generating leads and attracting prospects. IMPORTANCE OF PEOPLE IN THE MARKETING MIX People Who Talk to the Customers Companies no matter how big or small require customer service to support their products and services. They should have the right kind of people manning their customer touch points. For a lot of customers, this could actually make or break a deal. The Overall Customer Experience People have an impact on the overall customer experience. Giving the best experience in using their products and dealing with their people is the key to gaining new customers and keeping more existing customers.