At the risk of sounding like the late Andy Rooney on 60 Minutes, I would like to share an observation: Have you ever noticed how salespeople confuse Sales and Marketing? That sellers get the two mixed up is understandable, since many jobs in selling involve both activities.
Okay, so folks get sales and marketing mixed up. What of it?
Here's what: If you sell for a living, you had best know which is which, because marketing on sales calls is counterproductive. All you need to see this is so, is to compare the goals of marketing with those of selling.
THE PURPOSE OF MARKETING
In essence, the function of marketing is to attract and retain customers by:
Okay, so folks get sales and marketing mixed up. What of it?
Here's what: If you sell for a living, you had best know which is which, because marketing on sales calls is counterproductive. All you need to see this is so, is to compare the goals of marketing with those of selling.
THE PURPOSE OF MARKETING
In essence, the function of marketing is to attract and retain customers by:
- Crafting a distinctive identity - otherwise known as a brand - for your company and its goods and services.
- Promoting that brand, while preserving its integrity.
- Educating and informing potential buyers.
- Becoming and staying foremost in the mind of customers.
- Fostering customer loyalty.
THE PURPOSE OF SELLING
In contrast to marketing, the aim of selling is to identify parties likely to buy soon what you offer, and do business with as many of these folks as possible. As anyone who has worked a trade show can attest, the main difference between Sales and Marketing is that there is no commitment in the latter.
This distinction is lost on most salespeople, who market rather than sell to prospects. This is inadvisable because:
In contrast to marketing, the aim of selling is to identify parties likely to buy soon what you offer, and do business with as many of these folks as possible. As anyone who has worked a trade show can attest, the main difference between Sales and Marketing is that there is no commitment in the latter.
This distinction is lost on most salespeople, who market rather than sell to prospects. This is inadvisable because:
- There is no commitment in marketing. A sale is a series of agreements that culminates in an exchange of money for goods and services. Without agreements, there is no sale. So if you are not making offers and trading commitments, you are not selling.
- Marketing to prospects one at a time is inefficient, and prohibitively expensive for most businesses.
- Face-to-face marketing creates sales resistance. Because prospects expect more from humans than product literature, they tend to resist salespeople who tout benefits, educate them against their will, and otherwise try to persuade them.
Make no mistake: Like selling, marketing is an essential activity for any enterprise. Both have their place, and savvy salespeople keep them where they belong because they understand that, like drinking and driving, marketing while selling can be hazardous to your health.
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