Player Scorekeeper and Spectator - Who Is In Your Team?

BY JAGDEEP KAPOOR

In any marketing and sales team you need to have the right quality of people. It is important that good judgment be exercised while selecting people in the sales marketing and brand team.

By experience I have come across 3 types of Sales, Marketing and Brand team members or personalities. Let me share with you the profiles of these 3 types whether they should be the Sales, Brand & marketing team or not. I would also shares with you my experiences of which type plays a productive role and which type does not contribute to either sales or brands building.

Similar to a cricket team a sales and marketing team need to be able to perform otherwise that individual would have to be thrown out of the team for not contributing positively towards sale growth and brand building.

My experience shows that the 3types of people in the sales and marketing are those which may contribute or may just exist. I call these 3 types of people in the sales and marketing department as Spectators, Scorekeepers and players.

SPECTATORS
Just as in cricket they are some people who just come to watch the game sit in the stands and make comments without involvement. I call these people Spectators. They do not contribute but only sit and either cheer or jeer enjoy or criticize without any performance. In the sales and marketing team please be sure that you do not have Spectator because not only are they a burden to the company but they could actually land up demoralizing those who perform and are in the action mode.

Be careful in the raw material that you select because those who have a spectator attitude would generally not work full fledged but also watch things happening watch out for them. Our recommendation is don’t have such people in the sales and marketing team.

SCOREKEEPERS
There are some who don’t perform or work but record happenings. They are historians who only record history. I call them scorekeeper it is important that in the forefront of sales and marketing team the scorekeeper type of person is best avoided because he is mostly living in the past and does not work in the present nor looks forwards to the future.

PLAYERS
We strongly recommend that in the Sales and Marketing team you must have action oriented people who sensibly work to grow sales and to build brand I call them players. Like in cricket the players are the ones who get the runs not the scorekeepers or spectators. Similarly it is the players who get the sales and growth and thus create history .they must definitely be apart of the sales and marketing team and must be encouraged and motivated. On a individual basis a good players may if not careful degenerate and decline into being a Spectator or a scorekeeper. The individual must constantly be alert and wake himself up so that there is no change in his personality type.

Have players in the Sales and Marketing team, not spectators and scorekeepers.

The author is Brand Guru Jagdeep Kapoor, Managing Director of the successful Samsika Marketing Consultancy Pvt. Ltd. Tel: 022 28597700/7701 Fax: 28597699 E-mail: jkapoor@samsika.com

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