Professionalism vs. Socialization: A Marketer’s Dilemma
A member of
A member of
“Create Relationships, Build Relationships, and Sustain Relationships.”
Many renowned marketing philosophers, dating back from time immemorial to today, around the whole world, have emphasized the concept of relationship marketing. Even modern-day motivational speakers have borrowed this ideology to stress the need for relationships in building and growing financial wellbeing, whether on a personal level or in business. True as this may sound, key fundamental questions have been overlooked, even in today’s professional world, such as:
Marketing, as a profession, depends primarily on contributions from a network of stakeholders for it to thrive and remain relevant. Without the network, marketing ceases to exist. Relationships are therefore a pillar that sustains the marketing profession globally. What is most important for any marketer is to recognize that relationships are beneficial, but their existence MUST be afforded equal respect. A person must always recite the principles and objectives of these relationships so they remain top of mind, without crossing the line.
Over the years, particularly in the Zimbabwean context, the integrity of the marketing profession has been called into question, especially regarding the nature and sustainability of marketer-client relationships. In some cases, the business relationship has long been set aside, replaced by socialization.
“Once professional relations between a marketer and a prospect-turned-client are established, there is a need to create an optimum level of socialization. Otherwise, the relationship will cross lines and reach a point of no return, at which point business ethics will no longer make sense.”
The primary goal of a marketer-client relationship is strictly business, where there is an exchange of benefits in a win-win situation. Obviously, everyone knows this!
However, through the ‘know your client’ principle of marketing, both parties are likely to venture into each other’s social circles. Interactions may shift from business talks to casual discussions like Chelsea-Manchester United debates, eventually growing into weekend plans. Ultimately, negotiations may take a twist, including kickbacks in exchange for business. If left unchecked, reverse middleman roles are assumed, leading to a breaking point where an honest, professional relationship has turned irreversibly into something else. Once professional lines between a marketer and a client are crossed into the social realm, if uncontrolled, a point of no return may be reached, putting the principles, integrity, and moral standing of both parties at stake.
This article is not about condemning the creation, maintenance, and sustenance of genuine business relationships, but it is an analysis of how many professionals have risked their professional standing to make a living. The question one may ask is, how can they avoid entering the social space of clients as part of relationship building? The answer is: there is no harm in treading both social and professional lines with clients, but one must know when to stop and remember the core objectives that led to the association. Otherwise, you may find yourself serving two masters at once.
It is rewarding to pursue and achieve company sales and marketing goals for any professional, but it is far more rewarding if done within the confines of business ethics. There is little personal integrity in celebrating personal achievements gained by cutting corners. Without compromising the integrity of the marketing profession, it is very possible to succeed in marketing without paying kickbacks or becoming a ‘runner’ for a big client. What is needed is for one to understand their values, and once they uphold those, they can transfer them to the next person they interact with, and from there, a chain of integrity will grow.
Of course, it takes two to tango, but personal character and principles determine how one associates with others. After all, the world cannot move forward if we all share the same mindset. Differences shape society, and a common ground can be established by improvising within those differences. All it takes is self-introspection to analyze the kind of relationships you have with your network, weighing them against the basis of their origin. Check if everything is still being done above board or if “negotiations” and “appreciations” have become the new normal way of doing business
Morgan Kagande is a marketing practitioner with over 10 years sales and marketing experience. He is also an International Relations Specialist, Public Relations Practitioner and Big Data Analysts. He can be contacted on [email protected]
