Marketing Is More Than Communications!

Marketers, what functions are you responsible for in your organization? Traditionally, marketing is considered to be just the communications focused activities, e.g. advertising and digital marketing. However, it is important that the other areas of marketing are at least on your radar. Activities like pricing and distribution should be in the conversation, even if they are carried out by other departments. Communication between these functions is absolutely crucial to improve your chances of success in the marketplace.

Does your organization have all of these functions interact on planning, problem solving, etc.? Do your employees know how all these pieces fit together and how working together can create some amazing synergies?

Can't Versus Won't

There are often times in both business and interpersonal interactions where someone makes a request of you. A customer asking for a refund or a discount are two examples. When these requests are made, we often respond with something like, “sorry, no, I can’t.” However, in most of those situations, we are not being truthful.

How are we not being truthful? Well, it’s because we say “I can’t” when we actually mean “I won’t.” We all do it from time to time. Why do we do it? Because it’s the easy way out. “I can’t” implies that there is some barrier in the way, thus making the request impossible. We use it in the hopes that it will shut down the requester. However, in how many instances is there actually a barrier preventing the honoring of the request? I would argue not many at all.

So, in these situations, consider using “I won’t.” It’s more truthful and less dismissive. Customers won’t necessarily be happy, but they’ll know you have standards. And that is not a bad thing.