All sizzle and no steak

It’s summer time and the company sports program has begun.

One of the highlights of the program is the annual basketball game between the Marketing Department and the Production Department. The day of the game, the production people clobbered the marketing people, despite the latter’s efforts. In their best tradition, the Marketing Department decided to find the best “spin” for their poor showing. And so they posted this memo on their bulletin board after the game:

“The Marketing Department is pleased to announce that for the recently-completed Basketball Season, we came in 2nd place, having lost but one game all year. The Production Department, however, had a rather dismal season, as they won only one game all year.”

I took up business when I was in college. Marketing 101 was what attracted me to the field. The required Philip Kotler textbook contained so many cases and anecdotes that made marketing interesting. It was a dream come true when I was given the opportunity to sit beside this world-respected marketing guru - dubbed as “The father of modern-day marketing” - the first time he visited. The lessons I learned from his book stuck with me. Phil Fragasso, in his book Marketing for Rainmakers, makes a lot of sense as well. He says:

“Back in the 1970’s and ‘80’s, marketing’s buzz phrase was to “sell the sizzle, not the steak.” Compared to the 4P’s, this definition was a stroke of genius (though, strangely enough, still too alliterative for most tastes).” Kotler’s book of course taught us that the 4 P’s or the four Pillars of marketing were: Product, Price, Place and Promotions.

Fragasso continues: “This line of thinking acknowledged that there was a lot more to the product than the product itself. It understood that most purchases were based on emotion – not logic. It raised concepts like perception vs. reality – where perception was the brand and reality was the product. And it pointed out that people were buying the perception (i.e., the brand) while most companies remained insistent on selling the reality (i.e., the product). Notwithstanding its good intentions, the “sell the sizzle” concept is a bit too glib and too focused on the immediately gratifying element of marketing. It grew out of a shortsighted and short-term approach to marketing designed to grow top-line sales with little regard for the bottom-line growth that only a long-term relationship can bring. In simplest terms, “sell the sizzle” is a “one-night stand” while honest to goodness long-term relationship marketing is a “marriage”.”

It’s a whole lot easier to fall in love while dating, with the romance, the mood and the promises of giving the moon and the stars (over promising). But after the wedding bells have stopped ringing and the honeymoon has been reduced to picture albums, while kids are wailing in the background and dirty dishes are accumulating in the sink and bills are piling up atop the dresser drawer, staying romantic and in love can be quite a challenge.

“There is no business until a sale is made.” This is so true, but speaking from all my years in business, I will have to revise this line and say, “There is no business until repeat sales are made.”

A “one-night stand” experience does not add value to the relationship. In fact, it corrupts and corrodes it. A “marriage” on the other hand is a long-term-relationship that involves a lot of care and nurturing so it will last.

I am appalled at the false claims of “trainers” and “motivational speakers” who promise the moon and the stars but could not even deliver a decent piece of speech. They sell the sizzle but they cannot deliver the steak.

You and I have to identify and meet the client needs, deliver more than what was expected, make good on our brand promise, and wow the customer in every interaction. In doing so, we engage the client and earn the client’s trust. Even when the sales people of sizzle waltz into the office suites of our clients flaunting, promising and sizzling their fantastic features and attractive benefits, the client will not even entertain the idea of straying because the client has become a brand monogamist. This is what makes relationships last.

Speak the truth and be truthful all the time. This is the path to true success. Because success is not what we acquire, it’s what we become.

(Francis Kong will speak on what successful entrepreneurs do differently and why. Attend the “Disciplines for Breakthrough Entrepreneurs Seminar” on April 24, 2010 at the Carlos P. Romulo Auditorium, RCBC Plaza, Makati, Call 996-4610 or visit www.iluvlearning.com to register.)