BY ZAHIR PALANPUR - www.azularc.com 

Recently we went through a very effective sales education process conducted by Mark Walker (who does a fantastic job). A good part of the sales training focuses around the “approach” that allows you to build rapport and a relationship and the “interview” which is where you listen and learn about what it is your client wants.

What if you could take this a step further and have your customer engaged in the process of helping you develop your products? Now, what if you could take it a step further and engage them in the selection process and have them help you in the marketing of your brand? This approach can dramatically increase the involvement and participation of your customers and sphere of users – they become part of your product development process, decision makers and marketers. This makes them highly vested in your brand.

The ideas behind today’s web 2.0 networking technologies are making these increasing feasible. An example of this is a platform we launched this week which you can view at - http://www.txstyle-mannington.com/. This is the first “user generated” web based system for commercial interiors and is already getting significant momentum. It is taking the collaborative approach to the next level by leveraging these web 2.0 / networking ideas and applying it to product development. The user is involved in the product design creation process as well as the selection and marketing. By inviting people to come see what they have created and vote, the users are marketing for you and registration has risen rapidly in the first few days of its launch by this push.

This heralds a new level of marketing and sales that can best be defined as “Customer Engagement Marketing”.

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