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Are You Selling Pants, Or Selling A Dream?

Are You Selling Pants, Or Selling A Dream?


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Published by Matt Heinz
Ninety-eight marketing ideas, insights and inspirations to help you sell more, build your brand and delight your customers
Ninety-eight marketing ideas, insights and inspirations to help you sell more, build your brand and delight your customers

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Published by: Matt Heinz on Apr 04, 2007
Copyright:Attribution Non-commercial


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Each month, I tell a gathered group of new employees at HouseValues that
they're the most important marketers at the company. And I mean it.

Most of these employees are actually joining very different groups across the
organization - finance, technology, operations, etc. But I don't really care
where they'll be working. They're all our most important marketers.

I've been with HouseValues now for almost five years. These newbies have
typically been with HouseValues for just a couple days. While it's relatively
difficult for me to see our company, our products, our processes and our
industry in a new light, it's natural to do so for these new employees.

They bring to HouseValues a wide variety of experiences, perspectives and
histories. They've done things and been a part of things I haven't yet seen or
experienced, things that haven't yet become a part of my worldview.

These new employees are able to deliver incredibly important insights into our
business that I, and company veterans like me, just can't see anymore.

So the trick with these new employees is two-fold:

1) Getting them to understand how important their perspectives are
2) Getting them to communicate and share their insights in the coming weeks
and months

The first part is usually easy. The second part is hard. Hard because new
employees typically assume that veteran employees know more, hard because
they assume processes and perspectives are in place at the company for a
reason, and hard because not every manager is open to feedback and criticism,
sometimes in general and often especially from a newbie.

If you're reading this, I hope that you at least buy into the idea that your new
employees are incredibly powerful marketers. If that's true, then your real
challenge is to unlock the second "trick" listed above.

Create a culture at your company that empowers, encourages and rewards new
employees for sharing their perspectives. Show them that their feedback is
indeed valuable, and show them that you actually follow-up on and implement
their ideas.

Get more at MattonMarketing.com

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Today's newbies will be tomorrow's company veterans. And those veterans will
help you to continue fostering the kind of culture that empowers fresh ideas
and innovations from new perspectives.

Get more at MattonMarketing.com

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