Know the difference between marketing and sales
Do you know the difference between marketing and sales? If not, read on. Knowing it (and acting on it) may mean the difference between success and failure. This tip comes from coach and success strategist Philip Humbert.
Many people have pointed out the distinction between marketing (making people aware of you and your business) and sales (closing the deal). It’s always critical to know which is which, and to use skills appropriate for the situation.
Recently, I’ve seen business people using far too many marketing strategies and impatiently wondering why they weren’t creating instant results. I recently consulted with one local business that has tried 9 different marketing strategies in the past year, “but none of them worked.” No wonder they and their potential customers are confused!
My coaching was that all of the strategies seemed viable, and any of them might work well IF they picked one and used it consistently over time. The owner’s problem is that (1) he doesn’t want to choose because he fears he’ll choose the wrong one, and (2) he’s eager for his marketing to produce rapid sales, which is a mistake.
Marketing is primarily intended to create brand recognition and give you the opportunity to make sales in the future. Sales is the art of helping a qualified prospect (who is already interested) to buy right now. They are different processes and they require different skills.
Be clear about your marketing strategy. Pick one or two strategies that come naturally for you, and that you enjoy. Use it over time — months, years, even decades! — to give yourself the opportunity to make sales down the road.
Then, know and use appropriate SALES techniques when the time comes. When a qualified prospect inquires about your goods or services, know how to close the deal, but don’t expect that every MARKETING conversation will lead to immediate sales. Knowing the difference is a key to long-term financial success.
Copyright 2007, All rights reserved. Philip Humbert.
Contact him at www.philiphumbert.com or Coach@philiphumbert.com. Sign up for his free TIPS e-newsletter.
What’s your story?
Jerry Bader of MRPwebmedia in his article “Ten Stories That Can Sell Anything” reminds us that effective advertising is about telling stories about universal truths and primal needs.
There are only so many stories you can tell and the art of advertising, or corporate storytelling, is the ability to present that story in fresh new ways. … There are some disagreements as to what these seven stories are, and if there are really only seven. This magic number seven is interesting as it coincides with noted psychologist Abraham Maslow’s Hierarchy of Needs.
Maslow identified seven basic human motivations that guide peoples’ conduct: physical needs, safety needs, social needs, self-esteem needs, cognitive needs, aesthetic needs, and self-actualization needs. Develop a marketing campaign consisting of stories that satisfy one of these motivational triggers and you have a campaign that your audience will respond to and consider relevant. …
Not everyone limits the number of prime stories to seven, Blake Snyder, professional screenwriter and author of “Save The Cat,” says there are ten. Snyder approaches the problem with a more flamboyant flair than Maslow, but still based on fundamental emotional and psychological criteria.
Snyder’s ten basic story scenarios are: Monster In the House, Dude With a Problem, Fool Triumphant, Superhero, Buddy Love, Out Of a Bottle, Institution, Golden Fleece, Rights-of-Passage, and Whydunit. This is all very interesting but does it help you develop an advertising campaign that delivers your marketing message?
Read the entire article here or here (reader-friendly and printer-friendly version!)