These three work

Finweek English Edition - - Business Trends -

A MAR­KET­ING TEAM that con­sists of all three of the most im­por­tant mar­ket­ing per­son­al­ity types could be es­sen­tial for mar­ket­ing suc­cess. “Teams made up of only one or two per­son­al­ity types don’t fare so well,” says Michael Gold­man, a se­nior lec­turer at the Uni­ver­sity of Pre­to­ria’s Gor­don In­sti­tute of Busi­ness Sci­ence.

Mar­ket­ing per­son­al­i­ties can be di­vided into the fol­low­ing groups:

The cre­ative group, of­ten very pro­duc­tive and cre­ative in ad­ver­tis­ing agen­cies and mostly well-qual­i­fied in a cre­ative field.

The quan­ti­ta­tive group, which usu­ally con­sists of re­search-ori­en­tated mar­keters with a pref­er­ence for fig­ures and for analysing and in­ter­pret­ing them. They are more ra­tio­nal de­ci­sion-mak­ers and have usu­ally stud­ied statis­tics or mar­ket­ing.

The group that hasn’t stud­ied the field of mar­ket­ing at all but has an ex­cel­lent feel for peo­ple (that is, the client) and con­se­quently un­der­stands their needs well.

Gold­man says the “stereo­type” ad­vice to mar­keters – to fo­cus on the client, in­clud­ing the so­lu­tion of his prob­lems, at­ten­tion to his needs and pro­vid­ing him with so­lu­tions – is still valid.

How the client sees you re­mains one of the most im­por­tant as­pects any busi­ness must at­tend to, says man­age­ment guru Tom Hopkins on www.leader.co.za. “It’s so easy to lose sales be­cause of un­nec­es­sary mis­takes, such as an un­pro­fes­sional ap­pear­ance, peo­ple who talk too much and don’t have a con­vinc­ing vo­cab­u­lary. Re­mem­ber: it’s not about you but about sat­is­fy­ing the client’s needs.”

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