This is Me
The Flying Marketer is Mary Munley MBA IDM PPL
Ready For Take-Off……
"Women can’t sell!" My sales manager threw those challenging words at me on my first day in a proper job. I almost believed him because he was older and therefore wiser so he should know. (Shouldn’t he?) But being contrary as my namesake, a quiet resolve to prove him wrong formed inside me. Twelve months later, I won a national sales award. I was the only woman in a sales force of 100, and the youngest.
So I learned that no-one knows what you are capable of better than you do.
I also discovered my strengths. I was skilled at communications; I was a good listener and understood that business was more about people than products.
I expressed myself well with words, both written and spoken, in French and German as well as English. I knew how to build relationships. These fundamental skills resulted in successful sales and marketing strategies in global and international companies such as ICI, Cargill and Bookers.
I recognise that when I work with clients, I don’t know your business anywhere near as well as you do. So I don’t dictate; I ask questions and I listen. Only then can I help you build relationships with your customers that bring you sales and success.
Onward and Upward………
“We have 12 months to turn the company around so we need a marketing plan.” This was a surprise welcome from the MD when I joined his senior management team. A ten-year-old entrepreneurial start-up company, they had planned to be in the black by now, with the long-awaited launch of new generation products. It hadn’t happened. The products faltered and sales were way below target. A year later, the MD had his marketing plan and his miracle. (And his bonus!) Turnover was up £3million (50%), profit was £1million and the company had risen to rank third in the sector. It had taken the lead in a key strategic market with 35% share, soaring up from a ground-trundling 3%.
The success was not my solo effort but the marketing strategy was the catalyst that ignited the idea of Customer Focus and fired it up throughout the company. Studying for my MBA through the Open Business School, took me out of my Marketing Manager box and taught me vital aspects of running a business. Customers are the core of any business strategy, and not the sole responsibility of sales teams and product managers. We wowed customers and outperformed our competitors with reliable delivery service, exceptional production quality, bulletproofed product development, high standards of technical and sales support, efficient administration and account handling. Of course, we did win awards for our marketing communications (advertising, direct mail, technical and promotional literature). But we also won over more distributor support because we listened to their concerns, addressed their needs and developed relationship marketing that delivered success for all of us.
My approach to business strategy revolves around the belief that marketing is not a stand-alone function. Every department or business function involves marketing; knowing who the customer is; understanding what they need and taking responsibility for delivering it. This often includes people up and down stream, distributors and end-users, who play their part in developing your products and services. If you want to know what your customers really want, ask them.
The Sky’s the Limit………
“Our objectives are consistent growth in earnings and dividends,… significant increases in operating profit, share price and EPS … …. 50% increase in on-line sales in the next three years”. These were the great expectations of the Group Chief Executive of a jet-powered, stock market listed, leisure sector, holding company selling 2.3 million holidays a year. It had recently acquired a small, independent tour operator comfortably cruising with 4000 annual telesales holidays. This two seat light aircraft had joined a fleet of Jumbos! They needed to find new customers, ideally those who were not so price promiscuous.
One year later, they had taken on and beaten the heavyweights in the travel sector with award winning branding and communications. The new website was bringing in five times more Unique Users, customer conversion rates were up 5%, and margins improved with less discounted last-minute holidays sold and more full-price bookings. And all on a no frills budget!
As a freelance marketer working with smaller business, this is my never-ending story. Size doesn’t matter; marketing does. You can fly higher than a jumbo-sized company can, if your business has strong branding and effective communications. All this experience I bring to working with companies one-to-one. It is also powerful learning material for my workshops and seminars. I love the variety of working with entrepreneurs, and the energy and enthusiasm that they have for what they do.
What is a Flying Marketer?
Literally, I am a freelance marketer who works with business owners and managers. Metaphorically, I fly in whenever and wherever you need me, a flexible member of your flight crew, a safety pilot with a guiding hand on the flying controls.
Literally, I am also a pilot and I do fly an aeroplane. I acquired my private pilot’s licence 20 years after I learned that the RAF didn’t allow women to fly fast jets. The RAF snuffed out a dream, but the embers glowed for a long time and were re-ignited many years later. Ironically, I qualified thanks to ex-RAF instructors and my current aeroplane is an ex-RAF training aircraft. That’s why setting Goals is important. They may not happen in the way you expect but they will happen. Especially if you have a co-pilot.
