The company's operations should be constantly followed-up and critically reviewed. When the results of sales, market share and how the customers perceive us as suppliers are known, then a follow-up must be conducted of how all parts work and any corrections that are necessary must be made.
All overall signals – mechanical or personal – through the communication sent out from the company will give the customer a picture/image of the value that the brand, its products and services and not least the company, possesses.
You should never feel entirely satisfied, but rather always have the ambition to be better at satisfying the customers’ needs, to be, and remain, better than the competitors. That's when success is generated.
The bus was moving unusually slowly today. Nick reread his composition again and again. He felt satisfied. There were some things he would have liked to improve and rewrite, but it was too late now. He got off the bus one stop earlier than usual in order to have a bit of extra time to settle his stomach. He spent a couple of seconds reading the newspaper placards outside a tobacconist's trying to work out what was true and what was false. They, at any rate, know how to sell, he thought, glancing through the shop window into the bookshop alongside. He observed that the bookshop was not collaborating with a café and just as he turned his head to move on… he saw it!
The book! Party Marketing – the easiest way to successful marketing. By Nick Johnson.
He became completely disoriented. What's this? Am I in a film about myself? He decided that he was in a daydream. He shook his head to rid himself of the illusion, quickened his step and decided not to tell Gus what he had experienced. He's sure to think I'm mad, thought Nick, at the same time as opening the front door and entering the lift.
So this was it, the time had arrived for the Moment of Truth. It was now that he would be judged. Hit or miss? His stomach churned just as he was getting out of the lift and after a quick hello to Christine he was finally standing there face to face with Gus. Without saying a word he handed the summary over. Gus immediately sat down in his armchair and started to read.
He sat silently, concentrating on his reading, and after about ten minutes, which Nick experienced as an eternity, Gus slowly raised his eyes and then his entire, beaming face.
“This really is great,” Gus said. “You have followed everything and understood it. Impressive.” Nick thanked him and felt his cheeks burning. He dreamily imagined himself as a highly successful marketing man in the future. Gus noticed:
“What are you thinking about?”
“Oh, excuse me. Nothing,” said Nick.
“It's going to sound crazy,” Nick said with some embarrassment. “OK then. I was imagining myself as the world's best marketer.”
“Brilliant,” said Gus. “A vision in my honor.”
“A vision of the future, fantasy or objective that releases energy and creativity.”
“So you think that it could become reality? That I could become a successful marketer? Do you mean it?”
“Absolutely! You can be whatever you want! It's up to you. A dizzying idea, isn't it?”
“It certainly is,” Nick said, starting to daydream again.
“OK, Nick. You have demonstrated that you are potentially a successful marketer. What you need now is experience and the opportunity to practice your newly acquired skills. I've had a word with my friend Benneth, your boss, and I've been commissioned to offer you a new job in the marketing department in your company. Benneth wants you to work on introducing and implementing the Party Marketing Model's philosophy and ideas. Naturally I'm flattered myself, incredibly flattered to tell the truth. But I'm mainly pleased for your sake. Head-first into the white-hot world of marketing. So, without further ado, now you're on the ball and everything is brand new for you.”
Gus waited expectantly for a reaction from Nick, who seemed to be floored by the offer, so he continued:
“Furthermore Nick! If at any time you decide to leave the firm, I want you to know that you are welcome here. And you are very welcome to visit us or call me at any time if you have any questions. OK?”
It suddenly struck Nick that his new job and role would really enable him to work with his newly acquired skill, integrated marketing, as well as using the participation in the party to get everyone to understand marketing and their important part in it. The cookbook would not only be a splendid memory, but also an internal marketing book.
Gus went over to his desk and opened the top drawer.
“Now enjoy the autumn in your new workplace. You've earned it. I might be a bit childish, but I was so convinced that you would pass the test that I got the gang in the production department to make a really nice diploma for you. Look here – Nick Johnson – Certified Party Marketing Consultant. Here's my beautiful signature down at the bottom. You can hang it up in your new office.”
Nick received the beautifully framed diploma and felt himself growing in stature. It didn't occur to him to say thank you. He was too overwhelmed.
“You won't really be a certified consultant until you have got a couple of year's practical experience under your belt.”
Nick was up among the clouds and finally he managed to squeeze out, “Thank you, thank you!” He extended his right hand. As they were shaking hands Christine put her head around the door:
“So gentlemen, your taxi is here. The Ritz awaits.”
It didn't take long before all three of them were waiting for the lift. “Excuse me,” said Nick, “I just have to…”
He ran back to the doorway into Gus's office. He looked inside remembering all the days and meetings, stories and the importance of recognizing all the needs, the model, the Danish pastries and Sara. He felt overjoyed, warm and grateful. He repeated the promise to himself not to mention a word to Gus about what he thought he had seen in the window of the bookshop.
“Don't stand there staring like an idiot, come on now. The taxi is waiting.” It was Christine calling right through the reception.
“Coming,” he shouted back as he closed the door to the office for the last time that summer.