Sync Marketing Messages and Sales/Customer Service Actions

Last time, the Fire Enterprises, Inc. (FEI) tribe discussed the concept of using a messaging document to create compelling communications and help generate positive customer experiences. This week, Marka, Zoot and Numo discuss syncing marketing messages and sales behaviors to better reflect a company’s selling proposition. Remember, fire = print.

“Zoot, what’s wrong with how FEI employees act?” Marka asked, gulping a last bit of grog from her goblet.

“Everything!” Zoot cried. “FEI’s customer service—besides me, of course—has been less than Herculean lately. The surly, abrupt manner of our CSRs and even some of our sales staff has caused customers to take their business elsewhere. I’ve seen it.”

“That one receptionist, Persephone?” Numo added. “Always filing her nails. She treats phone calls like annoying interruptions.”

“Exactly!” Zoot shouted, wrinkling his face like an over ripened olive. “Inside our facility, FEI’s even worse. Our customer waiting area is dirty and disorganized, which inevitably leads clients to wonder about the cleanliness of our shop. When I take customers and prospects on plant tours, the hallways echo with loud talk from our rough-around-the-toga-edges product developers, runners and staffers. Employee behaviors like these could sully our company’s hard-earned brand reputation.”

“Our marketing message is always there,” Marka said. “Not always dirty, grubby or late.”

“Employees should represent the FEI brand by acting warmly and dependably,” Zoot declared. “We must initially train all employees and then remind offenders that their actions and behaviors reflect upon our entire company. This doesn’t just go for the sales staff—everyone at FEI is under the torchlight here.”

“We did have a meeting to explain our USP,” Marka said. “I think that helped our staff members realize they play an important role in the FEI customer experience.”

“That’s not enough,” Zoot said. “Let’s encourage them to identify and fix any small business details that can get in the way of winning and retaining business. Employees will get on board when they understand how everyone’s actions contribute to or take away from the company’s success and their earning potential.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
Related Content