Top-Shelf Tip No. 138: If everything seems under control, you’re just not going fast enough. Mario Andretti The Difference Between Sales And Marketing I’m in a marketing role. I have marketing goals. But I support sales. In fact, I often find myself mired in the development of case studies, product summaries and other tools that are part of sales support. With a focus on these initiatives, how do I balance the support of sales while staying focused on higher level marketing initiatives? I do this by reminding myself of the important role each discipline contributes to the buyer’s decision-making process. Promotional Consultant Today shares this short primer on the role of sales versus marketing from sales operations consultant Sue Barrett. Marketing is ... 1. Marketing is one to many. 2. Marketing tells the stories (company, product, etc.) to many people. 3. Marketing looks after the brand’s reputation. 4. Marketing needs to keep the stories circulating and resonating with the target markets. 5. Marketing analyzes big data. Marketing brings you the average result, not the specifics. 6. Marketing studies what experience customers expect when they buy or try a product, service or solution. That means reading their digital footprint and understanding their online chatter as much as it does focus group discussions. 7. Marketing should not promote special prices and discounts; instead, replace these with a focus on delivering greater value. Sales is ... 1. Sales is about one to one. 2. Sales is where your business becomes real for the client. It is where the stories and brand come to life. 3. Sales is relationship-driven. 4. Sales looks after individuals. 5. Sales deals with the details of each person. It cannot be averaged. 6. Sales analyzes the behavior of the prospects and customers whom they deal with on an individual basis. Sales professionals talk to their customers and help them realize their goals and objectives. They gain a deeper understanding of what experiences each individual customer wants. 7. Sales moves away from discussing price and discount, instead replacing these with discussions about total cost of ownership. It includes price but extends to include deliveries, warranties, support, training and the other contributing things that are delivered as part of the purchase. What brings these entities together? Consistent and compelling company messaging that can be relevant to the specific buyer. Source: Sue Barrett is founder and CEO of Barrett and Sales Essentials and has written 21 e-books and 500-plus articles on the world of 21st-century selling. Barrett and her team partner with companies to improve their sales operations and provide sales consulting. Tina Flipinski
Posted on: Wed, 16 Jul 2014 13:53:45 +0000
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