“Business has only two functions – marketing and innovation.”
Mr. Drucker is pointing to a very simple, practical, functional thing. The need to have people who are smart enough to think on their feet, and who actually care for your customers. The idea is…Everyone sells.
I’ve spoken about sales before, but it bears repeating, now more than ever, you need a sales driven organization. That means each and every person is consciously aware of, and practicing selling no matter what their job is. From the first person answering the phone who sells great customer care and the value of the business, to every person thereafter, selling the right now, right here service your customers need and want every day.
Everyone sells can also mean everyone is focused on taking care of your customers. Everyone is aware of the services you offer and are making offers every day, not just your sales staff. Selling and innovation go hand in hand. You need people who understand that to remain static is death to a company. Staying responsive and innovating comes naturally when your attention is already on the customer, what they need, and how you can do a better job of providing that.