Two-Gether Marketing ... with Attitude
by Ray Jutkins
"It's amazing how much my parents learned
between my 16th and 21st birthdays."
A quote from Mark Twain. You undoubtedly get the
message. We learn more than we know we learn from others. This is part of
what I've learned.
Marketing, Direct Marketing and Sales are disciplines that require team
work. My phrase for it is "Two-Gether Marketing".
As we must work "Two-Gether". You and me, marketing and sales, outside
and inside, the client and supplier.
Here is a list of 16 ideas the ROCKINGHAM*JUTKINS*marketing team follows
in working with businesses around the world. Select the ideas that work for
you, adopt them or adapt them...and use them as your own.
Idea #1. Listen
Listen to the client. Listen to the customer. Listen to the supplier.
Listen to each other.
Others always! know what fits their need. Sure, you can help them
reach their goal, their objective. Only if you listen. And understand where
they are coming from. Listen and get their message. First.
Idea #2. Be Responsive
After you listen respond. Do something. Act. Move.
And do it quickly. Positively. Boldly. Show you listened, you understand
and you will make something happen. Thinking alone will not produce results.
Action is where its at.
Idea #3. Provide Continuity
Get the team "Two-Gether". You get ideas from everyone. So, get everyone
together to share.
From this sharing will come a recommendation, a suggestion, a super
thought, an outstanding "idea". And your marketing and sales program will be
better for it.
Do this inside and outside your organizatiion.
Idea #4. Concentrate
This is tough. The brain works 4 times faster than most people speak...so
this is tough. To concentrate.
And we have the ability to think much faster than we can read, too. So,
concentration is a tough process.
How do you do it? How do you concentrate? Well, you study. You focus.
Have direction. Specific direction. A goal in mind. You know what you are
doing. You have confidence ... which comes only when you are totally
Concentration is work. Work at it.
Idea #5. Understand Success
Always know it is your client, your customer who makes the sales. All you
do is help.
When your client has success, you enjoy success, too. Yet, the client
comes first. Being successful is working "Two-Gether" with others to ensure
Remember, your customer comes first.
Idea #6. Work With People!
First, know everyone you need to know.
Know everyone the client needs you to know. That includes the people in
the trenches, too. They may be more important to achievement than those who
sign the check.
And understand people make things happen. Not agencies. Not machinery.
Only people make things happen. Work with people.
Idea #7. Be Sensitive
It takes two to communicate. Which means asking questions and
listening. Followed by a response.
"Two-Gether Marketing" works when communication works.
The message is a dialogue. An exchange. A sharing. And an understanding.
Ask questions. Listen. Respond. Be sensitive to the needs of others.
Idea #8. Charge Fair Fares
There is no such thing as a free lunch. There is a "fair" lunch.
Fees are tough. So, charge what is fair. Enough -- yet, not too much.
Give full value for your fare. In fact, give so much value your client
returns for more. And more. Again. And again.
Idea #9. Reciprocate
It's easy. Buy and use your clients' and suppliers products and services.
What better way to know what is really happening in the marketplace than
to participate in the activity.
To offer even better value and more service, buy something (it can be a
small purchase!) from the competition, too. Learn what others are offering
it will make your offer better.
Idea #10. Present Good Ideas
"It's not creative unless it sells."
Know that true creative thinking is getting bottom line profitable
Create good ideas and be prepared to defend them. i.e., do your
homework! And, equally so, be prepared to back off when the client says "no
thank-you" to your idea.
Remember, "the customer is always right."
Idea #11. Relate
Every day work toward building relationships.
Relationships are like taking a bath...you can't do it just once. Making
them "happen" is a never ending process. It doesn't just happen. Building
ongoing relationships is work. And takes time.
Relate to your customers. To your suppliers. To your team.
Idea #12. Remember People Make Things Happen
Phone and fax and e-mail and overnight delivery are all fine. As long as
personal interaction face-2-face also happens.
People make things happen. All the tools do is help. Maybe make the
action more efficient sometimes more effective. Yet, it is still people
who really make things happen.
Get the right people with the right people at the right time and in the
right place and the right things will happen. Work with people "Two-Gether".
Idea #13. Be a Good Steward
Every day be a good steward. Watch the money.
Your money. The clients money. Be the good Boy Scout and Girl Scout Be
Prepared. Be prepared fiscally for the inevitable ups and downs of every
Idea #14. Let Your Clients & Customers Know You Care
Reach out and touch.
"Hold" your clients hand. Be their teddy bear. Their security blanket.
Be there for the good times. And the not so good. Remember names and
faces. Birthdays and anniversaries. Always be "there".
Idea #15. Think Always Like a Winner
Think, act, produce like a winner.
And, be realistic, too. Know some things cannot be solved by the most
outstanding marketing, direct marketing and sales efforts.
Promise only the value you know you can deliver and then deliver just a
Idea #16. Work "Two-Gether"
Know the most important thing is for all people and all things to come
"Two-Gether" . . . to work "Two-Gether".
Although it is old and "corny" the ancient sales axiom T.E.A.M.
"Two-Gether" Everyone Achieves More is still true.
And still works.
So, work "Two-Gether". For more efficient and more effective bottom-line
results. To reach the goal. To present the supreme value.
And to create the highest level of satisfaction for the client, for the
These 16 principles are as applicable today as the day they were first
penned. Use them as your own.
About Ray Jutkins, October 3rd, 1936 January 6th, 2005. Ray was one
of the NMOAs most generous contributors.
Over the years Ray supplied the NMOA with hundreds of tips and articles for
members. This is just one of many. Ray worked with B-2-B and Consumer
clients throughout the world ... including USA, Canada, Mexico, Asia, the
South Pacific, Europe, the Middle-East, Central & South America, Africa.
Keep an eye out for more of Rays marketing tips and how-to articles in the
pages of Direct Marketing
Digest and the article archive on the NMOA website.