You catch more flies with sugar...marketing RIM
There is a difference between marketing and selling. Marketing is finding out what the customer wants and/or needs and showing that customer how a product meets those needs. Modifying or repackaging the product may be required to make its utility clear to the customer. When it is, they'll buy because they, on their own, want it. Selling is pushing a product on the customer for reasons of profit, compliance, the way things have always been done here, or any others. When one markets, a relationship is built. This isn't about a one-time sale, it's about getting those records into safekeeping and customers trusting us to give them back, retrieve them, the way that customer needs them, when and how that customer needs them. This is a trust building exercise that has long-term as well as short-term actions and reactions all aligned toward that interdependent relationship between customers and us, the recorded information managers. Marketing works better than selling because human beings don't like to be pushed...think door-to-door sales people and evaluate emotions. Are they positive? Go a step further. No one likes to be told to do what's good for you? Which brings us to the fundamental marketing, as opposed to sales, principle: What's In It For Me? Commonly called the WIIFM of Wiff-em principle in marketing and entrepreneurship texts and classes.
- Research Organization:
- Sandia National Lab. (SNL-NM), Albuquerque, NM (United States); Sandia National Lab. (SNL-CA), Livermore, CA (United States)
- Sponsoring Organization:
- US Department of Energy (US)
- DOE Contract Number:
- AC04-94AL85000
- OSTI ID:
- 752101
- Report Number(s):
- SAND99-2649C; TRN: US0003041
- Resource Relation:
- Conference: ARMA Rio Grande Spring Seminar, Albuquerque, NM (US), 03/16/2000--03/17/2000; Other Information: PBD: 6 Mar 2000
- Country of Publication:
- United States
- Language:
- English
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