Marketing Intelligence. Business Solutions.

The Beaton Path


Jay Beaton - Tuesday, July 16, 2013

Let’s continue exploring the “7 P’s of Services Marketing” (Price, Promotion, Place, Product (Service), Process, Physical Environment, Personnel) by taking a look at what we believe is the most important concept: Personnel (or People). In the end, it does not matter how great your Product (or Service), where you try to deliver it (Place), what your Price, or how you Promote, if you do not have the right Personnel in position, the Company will never achieve the level of success desired. When we say the word Personnel, for many it conjures a vision of a department name that preceded the term Human Resources. But really, that does not begin to describe a fraction of the population that is described by this term in Marketing.

Let’s define Personnel as an individual(s) that you interact with inside of your company or outside of your company. It’s a very broad definition, and to grasp the whole of the concept, you may want to keep your consideration this wide and deep. Truly, this could be a colleague that you work with (employee or contractor defined is irrelevant); a vendor that renders a Product or Service to your company; as well as a client to engages your company to deliver a Product or Service.

A company should strive to be the best Product (or Service) deliverer to its markets, and with that in mind, the company should perform research on these markets and people. Depending on which group we are speaking about (Colleagues, Vendors, Clients), there are different types of research we may want to consider.

Focusing on Colleagues, the research that a company should undertake may go by another name, Profiling. Before some object, Profiling in this instance really delves into the Academic and Professional backgrounds; it may also involve a criminal background check, a drug screen, and I would recommend a Personality Profile (Psychological tendencies, behaviors, and predispositions for thought processes/styles). Let’s focus further on the Personality Profiles, and what this may do for the company and the individual.

As someone who has undergone several different types of Personality Profiling tests in my professional and graduate academic lives, I found these to be both fascinating and accurate. Furthermore, they helped me understand myself both in the big picture focus and in some granular concepts. These tools helped me create a clearer view of myself, reassuring me of which career direction I should seriously consider, and within that career direction, provide clarity as to what areas I would excel, and therefore focus further. Think of these tools like a roadmap: Not only will they help you assess the direction and method you choose to travel cross-country on your trip, but may also suggest 1 or 2 particular routes you should consider based on your thought processes. “I think I want to drive to the Midwest from the NorthEast. I think I want to take Route 90 from Boston to Chicago.”

The whole purpose of performing this much research by a company, is to invest in the right people from the inception; this statement refers to Colleagues, Vendors, and Clients. The assumption is that the Company knows who its target markets are, and how will this representative of the company interacts within the culture of the company, with extended networks (Vendors), and how well he or she will deliver the Product (or Service) to the Customer. When you combine this Personality Profiling with the other pieces (Professional, Academic, Criminal, Drug Testing, etc), the Company begins to understand what type of person they need to embrace as their representative, and who should be in each position. It is only with this level of understanding of Personnel (People) that the Company can begin to raise the culture bar within the company, translating externally to deliver the levels of Service necessary to its Customer.

Jay Beaton is a Principal with On The Beaton Path, LLC, a marketing consulting firm. For more information, Contact him:; or 312.925.7822.

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