Your #1 Customer – Your Employees!

Your employees are the people who will ensure the success of your marketing plan. They are your internal customer and just as vital to your business as your external customer. You depend on them to promote your company and to get the work done correctly, efficiently and with great customer service. Just as they serve your customers, your company and each other, you must serve them. They are your number one priority.

Treatment of your staff is an important key to your success. If employees are appreciated they will perform for you. Generally your staff will treat your customers the same way you treat them.

If you take a look around you, you will notice that winning organizations may not always have the most talented players, but they do have the most dedicated individuals and the strongest teams.

If you cannot attract, motivate, and maintain effective staff, you will not be successful in business. You simply cannot do it alone.

FIRST STEP: AN EFFECTIVE RECRUITING PLAN

When you are attracting new employees, paint a realistic picture of what it is like to work with your team. Inflated and unrealistic promises will only result in later disappointment when you fall short of employees’ expectations.

Learn to recognize potential. Look at your candidate’s personality first, then look at talent. If that talent falls short, consider whether or not the candidate is trainable. Skills can be learned but personality is ingrained.

THE MANAGER AS A SERVER

A good manager has a strong vision. They know how to impart that vision to their employees. They motivate employees and guide them. They do not try to control them.

Again, consider successful companies – the level of respect for their staff is very high. These companies are always looking for ways to serve their employees better – through their work environment, available resources, courses offered, training and development, recognition and rewards. Always recognize and reward the behavior you want to see repeated.

Many entrepreneurs are not managers; rather, they are visionaries and developers. These types of entrepreneurs should hire effective managers to serve their staff and build a strong team.

WHAT IS THE COST OF MARKETING TO YOUR INTERNAL CUSTOMER?

Budgeting for a marketing plan for your internal customer is vital. A simple “thank you” or “job well done” is free, and a pat on the back can be effective, but it does cost money to implement a program involving training, development, and rewards. It is a long-term investment that will give you handsome returns. If you do not budget to market your staff, then you are budgeting incorrectly.

A LIVING DOCUMENT

A marketing plan for internal customers is just like an external marketing plan. It must be addressed on an ongoing basis, and it must be regularly revised to make it effective. Your internal marketing plan will be more effective if you ask staff for input. An anonymous questionnaire that encourages honest feedback from your staff will provide the information you need to satisfy your employees. They will remain motivated and dedicated to you and your company when they see you are dedicated to them.

LEARN WHEN THEY LEAVE

When an employee decides to leave your company it is vitally important that you clearly understand why.

Conducting an exit interview and asking the right questions may provide you with the data, you need to improve your work environment. Most employees will tell you they are leaving because they found a job that pays better.

Although your employee might be moving on to a job that pays more, the question you need answered is, what other factors contributed to them leaving? Ask the employee leaving to rate the workplace. If you want honest feedback you must remain calm, positive, and open during these discussions.

1. JOB DESCRIPTION "Did your job description match what you actually did?"
2. OPPORTUNITIES "How satisfied were you with your chances to advance, learn new skills and develop your career?"
3. WORKPLACE QUALITY "Did you feel that you fit in here, or did the workplace environment clash with your beliefs and values?"
4. RELATIONSHIPS "Did managers praise you enough?" "Did you feel appreciated" "What - if any - problems did you have with managers, co-workers or customers?"
5. LEADERSHIP "What doubts - if any - did you have about the organization goals or direction?"
6. COMPENSATION "How satisfactory was your pay & benefits?"
   

Leading Edge... Leadership Tips

• Make your company a place people want to work.
• Be the kind of person people want to follow.
• Understand and implement the strategies that give you a good return on your investment of time, energy & money.
• Realize that your employees are your #1 customer and have a genuine desire to serve them.
• Surround yourself with passionate people - educate, empower them & hold them accountable.
• Create a strong clear vision and get your employees to buy into it.
• Invest time, training & money in your employees.
• See things through the eyes of others.
• Make sure everything you do results in a WIN/WIN situation.
• Deal with difficulties swiftly & wisely.
  
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Written by Lori Colborne, President - LSL Marketing Consultants
Lori Colborne is an international speaker, consultant & author of “Innovative Marketing Made Easy!