Marketing Magic: How to Win Customers and Attract Incredible Employees

Article Contributed by Rachelle Wilber

There is no doubt that today’s most important business consideration is understanding buyer motivation. When business owners understand buyer motivation, the design of the target market is accurate and effective. This premise is true for hiring the best employees which also requires understanding motivation.

The problem for many business owners is separating deeply embedded ideas about buyer and employee motivation from actualities that drive customers to a business and employees to perform at their peak levels of productivity. With a firm grasp on motivation, it becomes easier to win customers and attract incredible employees who respond instinctively to specific business needs.

Design a Strong Business Plan

The first myth to dispel is the idea that one size fits all in business. While there may be related factors between all businesses such as marketing and sales, hiring and human resources and product and service development, there simply isn’t a single design that fits all businesses perfectly. Each business owner needs to design a strong business plan that incorporates business operations and specifies how those business operations will be delegated to staff. This begins with management and includes all employees involved. The size of the business determines whether departmentalization is required.

In a small business, for example, some employees “wear many hats” and cover a broad range of duties like in-house sales, logistics, human resources and customer service. In a large company, these duties are the domain of departmental managers. Sometimes, these employees will use HR software to help make tasks easier and more streamlined. Create an organizational chart to define management from staffing.

A Strong Marketing Plan

Every business needs a strong marketing plan, no matter how large or small the business may be or how many customers are served. Before a strong marketing plan can be implemented, the business owner needs a strong staff. This is why designing a hiring plan with specificity is essential. Create a basic profile of the ideal employee that includes skills, experience and ability to anticipate business needs. Use the profile as a guide during job interviews. This is the fastest and most reliable method to ensure hiring is effective and efficient.

What is Your Business Message?

Many businesses ignore the subliminal message their advertising and promotions send to the public. In order to maintain competitiveness in the specific industry, it is important to be objective about your business message. To win customers, your marketing message has to be foolproof and without potential innuendo. This is the point where understanding buyer motivation enters the picture. Buyers don’t always buy what they need. Many buy on a sense of the impulse of wanting a service or product. If buyers can read between the lines of business marketing promotions and the subliminal message is somewhat negative, that will not win customers. The business message needs to be direct and encourage the buyer to “want” the business offering.

The link between attracting incredible employees and the business message is inextricable. Consider how a team of highly skilled, experienced employees appear to buyers. The team should create a visual presentation of the business message and possess a keen understanding of buyer motivation. Today’s savvy buyers have access to vast sources of information before they make decisions to buy.

Employees of your business should be more informed than customers about desire to “own” the product or service offered. They should also provide supporting evidence. Convincing customers to buy is like a silk thread that is carried off in the wind. To avoid loss of customers and reduction of employee morale, business owners should provide regular support in the form of human resources programs.

Marketing magic occurs when businesses present an irresistible message that attracts incredible employees. This is how to win customers who value your business.