A
business works because of its key asset- the people. Any marketing
strategy is not good enough if it hasn’t considered people
management. The products of a business, no matter how good they might
be, will not make the consumers happy if the people management
techniques are poor. A business can have the best of products, best
packaging, and best advertising; if the business doesn’t have
knowledgeable, motivated, driven, trained, enthusiastic people
around- the marketing strategy will fail.
Does
People management only include your employees? Look at it at the
macro level. People management includes management of your employees,
suppliers of materials, wholesalers, distributors, clients, agents,
business partners and everybody that makes your product a success in
the market.
For
a successful marketing strategy, people management should begin at
the internal level with recruitment which involves getting the right
people for the job. Well trained management trainees and well
experienced employees make your marketing strategy firm. It is
important to keep the employee trainings ongoing in any business. It
develops people by enhancing their knowledge and skills. Evaluation
of people performance, motivating employees to achieve targets,
providing recognition, rewards and growth opportunities for talented
people goes a long way in developing a good marketing strategy.
Marketing
strategy rests largely on how a business treats its partners and
people who help make the business product a success. A business
should always choose and work with such people who are compatible,
likeminded and have the skills and tools that will help the business
grow. Next comes the budgeting, the infrastructure, the value for
money invested. But most importantly people management rests on the
goodwill the suppliers and the clients have in the market, the trust
they have developed in supplying the products and services on time;
without any damage.
A
key point to note for a successful people management strategy is to
engage people at all levels. While creating a marketing strategy one
looks at the details of products and the target audience. But a good
people manager takes into consideration the people at every level who
make that marketing strategy a success for the business. When people
from the lower ranks are also involved and made to feel important;
the people management technique becomes a hit. Training of skills
should not be limited to managers alone. Instead training should also
be provided to factory workers and low level employees.
People
management is an important aspect which many tend to take lightly at
times. Without the people who help you make what you are; neither
will your marketing strategies nor your business score in the outside
world.
