JERRY R MITCHELL March 25,2011 1 Difference between sales and marketing!
Transcript
Difference between sales and marketing! JERRY R MITCHELL March
1 25,2011
Sales and marketing are like two brothers. Everyone knowsthey
are different, but people often call them by the wrong name JERRY R
MITCHELL March 2 25,2011
The difference between marketing and sales is that marketing
isbringing a product or service to a customer, whereas sales
isbringing a customer to a product. JERRY R MITCHELL March 3
25,2011
Marketing is getting people to raise their hands.Sales is
getting people to sign their names. JERRY R MITCHELL March 4
25,2011
What is the difference between marketing and sales? JERRY R
MITCHELL March 5 25,2011
For small and medium-size business (SMB), salesand marketing
tend to get lumped together in anindistinct mass of activities.
Company leaders willsay its inevitable, because everybody
wearsmultiple hats. Often, sales and marketingresponsibilities fall
on the owner, who also wearsthe finance hat and the purchasing hat
and the IThat . JERRY R MITCHELL March 6 25,2011
Marketing creates opportunities, and sales brings
aboutoutcomes. JERRY R MITCHELL March 7 25,2011
Marketing assists in making new calls by defining andqualifying
prospects.Marketing assists in making new and existing callsby
arming sales reps with the collateral, web presence,and promotional
programs they need to make compellingpresentations. JERRY R
MITCHELL March 8 25,2011
Marketing assists in overcoming objections byresearching and
reviewing customer wants and needs,along with sales successes and
failures. In this waymarketing can reshape product/service offering
to meetcustomer demands. JERRY R MITCHELL March 9 25,2011
Marketing assists in building long lasting
businessrelationships by developing meaningful loyaltyprograms,
reviewing customer experiences (see above),and crafting entirely
new product and service offerings. JERRY R MITCHELL March 10
25,2011
The way I see the roles of Sales & Marketing is oneof cause
and effect. I believe that Marketing (as adepartment or effort)
will cause an event tooccur, and Sales will effect (or bring about)
theoutcome. Looking at it another way, Marketingsefforts will bring
forth customer purchaseopportunities that will rest with Sales to
bring to closure. JERRY R MITCHELL March 11 25,2011
This distinction of cause and effect simplifies the idea ofwho
should be doing what, when it comes to eachpersons role, or effort.
Although Sales & Marketing arebound together in order to grow
business, you must breakthe ties that bind you when it comes to the
effort. JERRY R MITCHELL March 12 25,2011
This helps alleviate the typical commentary I hear thatgoes
something like this, Marketing never gives us anygood leads. and
Sales never follows-up on the leads wegive them. JERRY R MITCHELL
March 13 25,2011
Marketing concentrates on who to call. Salesconcentrates on
executing the call. JERRY R MITCHELL March 14 25,2011
Tonights subject reminds me of an occurrence that happened
atone of my companies.There was always friendly competition between
sales and marketingdepartments even though both departments
reported to me.We had an annual picnic where all employees and
their families werewelcome.The marketing department thought it
would be exciting to challengethe sales department to a base ball
game at this picnic.The sales staff whipped the marketing
department soundly. JERRY R MITCHELL March 15 25,2011
To show just how the marketing department earns their keep,
theyposted this memo on the bulletin board after the game:"The
Marketing Department is pleased to announce that for the2005
Softball Season, we came in 2nd place, having lost but onegame all
year.The Sales Department, however, had a rather dismal
season,winning only one game. JERRY R MITCHELL March 16
25,2011
Sales manager addressing an under performing sales force at
thestart of a new month:"We are going to have a sales contest this
month. The winnerswill get to enter next months contest." JERRY R
MITCHELL March 17 25,2011
Lets think about this question for a moment. Without
marketingyou would not have prospects or leads to follow up with,
but yetwithout a good sales technique and strategy your closing
ratemay depress you. JERRY R MITCHELL March 18 25,2011
Marketing is everything that you do to reach and
persuadeprospects.The sales process is everything that you do to
close the saleand get a signed agreement or contract.Both are
necessities to the success of a business. JERRY R MITCHELL March 19
25,2011
Your marketing will consist of the measures you use to reachand
persuade your prospects that you are the company for them. JERRY R
MITCHELL March 20 25,2011
Its the message that prepares the prospect for the sales.
Itconsists of advertising, public relations, brand marketing,
viralmarketing, and direct mail. JERRY R MITCHELL March 21
25,2011
The sales process consists of interpersonal interaction. It
isoften done by a one-on-one meeting, cold calls, and
networking.Its anything that engages you with the prospect or
customer ona personal level rather than at a distance. JERRY R
MITCHELL March 22 25,2011
The concepts surrounding both selling and marketing also
differ.There is a need for both selling and marketing approaches in
differentsituations.One approach is not always right and the other
always wrong - itdepends upon the particular situation. JERRY R
MITCHELL March 23 25,2011
In a marketing approach, more listening to and
eventualaccommodation of the target market occurs.Two-way
communication (sometimes between a salespersonand a customer) is
emphasized in marketing so learning cantake place and product
offerings can be improved. JERRY R MITCHELL March 24 25,2011
A salesperson using the sales concept, on the other
hand,sometimes has the ability to individualize components of a
sale,but the emphasis is ordinarily upon helping the customer
determineif they want the product, or a variation on it, that is
already beingoffered by the company. JERRY R MITCHELL March 25
25,2011
In the sales approach, not much time is spent learning what
thecustomers ideal product would be because the salesperson
haslittle say in seeing that their companys product is
modified.Furthermore, they arent rewarded for spending time
listening tothe customers desires unless they have a product to
match theirdesires that will result in a sale. (Note, however, that
sales peoplearent restricted to the use of the sales concept;
oftentimes theyuse the marketing concept instead.) JERRY R MITCHELL
March 26 25,2011
At the heart of the sales concept is the desire to sell a
productthat the business has made as quickly as possible to fulfill
salesvolume objectives. JERRY R MITCHELL March 27 25,2011
When viewed through the marketing concept lens,
however,businesses must first and foremost fulfill customers wants
andneeds.The belief is that when those wants and needs are
fulfilled, aprofit will be made. JERRY R MITCHELL March 28
25,2011
Do you see the difference? The selling concept, instead
offocusing on meeting customer demand, tries to make customerdemand
match the products it has produced.Whereas marketing encompasses
many research and promotionalactivities to discover what products
are wanted and to makePotential customers aware of them. JERRY R
MITCHELL March 29 25,2011
Unfortunately, fresh graduates these days are reluctant to
gointo sales roles for various reasons. It could be that it
doesntsound as glamorous as marketing or because of the myths
thatsurround sales JERRY R MITCHELL March 30 25,2011
For people who aspire for marketing roles, having sales
experiencegives you an edge over those who dont because youll have
a betterunderstanding of the product or service from the
customersperspective and this understanding will help you plan
moreeffective marketing strategies JERRY R MITCHELL March 31
25,2011
In fact, a sales position gives you an excellent foundation for
amarketing career. Besides, clearly defined marketing positionsare
available mostly in larger organizations where there is a proper(or
more rigid) structure. In smaller organizations, marketing
roleswill usually involve some measure of sales. JERRY R MITCHELL
March 32 25,2011
Whats wrong with sales ? JERRY R MITCHELL March 33 25,2011
There are many misconceptions about jobs in sales. Let
meclarify.Myth 1If youre in sales, people dont want to talk to you
because they areafraid youll sell them something.FactSales today
have become so niche that not everyone is the targetgroup. Sales
activities are in fact planned activities with specificobjectives
and goals. JERRY R MITCHELL March 34 25,2011
Myth 2If youre in sales, youll be stuck in sales for the rest
of your lifeand you cant move up the corporate ladder.FactSales
departments are structured departments like any other andwhen you
perform well at your job, you have the opportunity tomove up as
team leader or manager as well as move into otherareas of work,
i.e., marketing or human resources. JERRY R MITCHELL March 35
25,2011
Myth 3If youre in sales, youll be out of the office the whole
day rushingfrom one appointment to another.FactPeople in sales plan
their own schedules. They are able to decidewhat they want to do in
a day as long as they meet their objectives.Most sales people set
appointments with clients and only go out tomeet clients when there
are pre-set appointments JERRY R MITCHELL March 36 25,2011
Myth 5Sales people have to meet impossible sales targets and
theyhave to work very hard to earn their commission. JERRY R
MITCHELL March 37 25,2011
FactSales people work in teams with a team leader, supervisor
ormanager who oversees the activities and progress of team
members.The team leader provides guidance and help wherever and
wheneverpossible. Sales targets are communicated at the beginning
and teammembers work with their leaders to achieve their targets.
Usually,when new members join the team, they will be given a list
ofpotential clients to contact or to service. Sales targets are set
sothat the sales people have an objective to work towards. Besides,
ifthey meet their targets, they will be rewarded accordingly.
Therefore,sales people who work hard and achieve their targets have
thepotential to earn more than their non-sales counterparts. In
fact,sales people can determine for themselves how much they want
toearn in terms of commission each month, quarter, or year, JERRY R
MITCHELL March 38 25,2011
Myth 6If youre in sales, your job is done when the clients buy
whateverit is youre selling.FactSales is no longer a one-off
transaction its a relationship youbuild with your clients. Even for
perishable items, youd want yourcustomers to come back to your shop
to buy the item again whentheyve used it up. While its important
for clients to buy yourproduct or service, you need to ensure
repeat sales, hence theability to establish and build relationships
with clients is of utmostimportance. JERRY R MITCHELL March 39
25,2011
Myth 7If you cant do anything else, you can always do sales.
JERRY R MITCHELL March 40 25,2011
FactSales is not for everyone. You need special skills and
abilities forthe job. Besides, you need to be motivated and
interested inmeeting people. You also need to be passionate about
the productor service youre selling. People who are shy and
retiring, or haveproblems talking to people, will not do well in
sales. However,having said that, people who have the abilities but
not theconfidence should not shun sales positions because 1)
thediscipline of working independently, 2) the interaction
withdifferent groups of people, and 3) the experience of making a
saleor being rejected, will make you a better person and widen
yourhorizons as an individual. JERRY R MITCHELL March 41
25,2011
Myth 8You dont need a degree to do sales.FactSales has in fact
become a very complex process. While productknowledge is important,
you need to know who your clients areand how to sell to them
effectively. A university degree is neverwasted if youre in sales
because a university education helps youdevelop the skills that you
need in your job. Skills such asresearch, communication, teamwork
are important skills in anyjob particularly in a sales position.
Besides, successful salespeople have the ability to see the big
picture and contributetowards achieving sales targets and the
companys objectivesas a whole. JERRY R MITCHELL March 42
25,2011
The emerging disruptors in this is Social MediaMarketing. This
new medium allows Marketing to begin ahybrid effort of passive and
active marketing in oneplace. And, Sales can now join into the
discussion orconversation with prospective or existing
customerswithout having to be physically present. JERRY R MITCHELL
March 43 25,2011
The emergence of Social Media Marketing canbreak the ties that
bind you not only in relation toSales & Marketing, but those
that restrain you froma closer relationship and communication with
yourcustomer. But, its not unlike the implementation ofa CRM
system; automation alone will not solve yourlack of customer
understanding and contact . JERRY R MITCHELL March 44 25,2011
Success, in my mind, will come from knowing how to useit
effectively vs. just putting it in place. JERRY R MITCHELL March 45
25,2011
Number one: Whats your objective?Number two: How are you going
to measure it? JERRY R MITCHELL March 46 25,2011
These two questions arent revolutionary - theyre amongthe first
questions that should be asked at the start ofplanning for any new
project. Yet they often seem to getleft by the wayside, or at the
very least poorly answered,when it comes to social media marketing
projects. JERRY R MITCHELL March 47 25,2011
Question #1 is pretty straightforward, though theanswers are
often anything but. Some days you get lucky,and the answer is clear
and concise - "increase unaidedbrand awareness from 10% to 15%" or
"drive 20% moretraffic to our new landing page." All too often
howeverthe answer is either vague - "build buzz" - or confuses
theobjective with the means to achieve it - "get more fansand
followers JERRY R MITCHELL March 48 25,2011
In the latter case, a quick "why?" is probably in order, asin
"why do you want to get more fans and followers?"What actually
matters to the project owner? Do theythink having lots of fans and
followers is a means togetting more traffic for their web site? If
so, considerresetting the objective to that, and later in your
planningprocess evaluate building fans/followers as one of
manypossible tactics to achieve it. JERRY R MITCHELL March 49
25,2011
If the response to "whats your objective" was clear andconcise,
"how are you going to measure it" has beenlargely answered. Now you
can get down to the details ofwhich measurement tools youll use and
whosaccountable for tracking and reporting JERRY R MITCHELL March
50 25,2011
But if the stated objective is vague or confusing,then asking
"how are you going to measure it?" canbe incredibly liberating. It
focuses the conversationaround what really matters to the project
owner -"buzz" for example might mean getting lots ofsocial media
mentions to lay the groundwork for aglitzy new PR and ad campaign.
JERRY R MITCHELL March 51 25,2011
It might mean getting lots of positive blog posts pointingto a
new landing page. Or it might mean inspiring a bunchof product
reviews on all the right recommendation ande-commerce sites to
influence future purchase decisions. JERRY R MITCHELL March 52
25,2011
Who knows unless you ask, and youre setting yourself upfor
failure if you dont. JERRY R MITCHELL March 53 25,2011
By asking "how do you measure it?" you force the projectowner
to cut through the fluffy vagueness of "awareness""buzz" or
"education" and get down to whats actuallyimportant, what the real
business objective is. And byarriving at common agreement on the
actual, concreteobjective and exactly how and what youre going
tomeasure, youve helped ensure the strategy and tacticsyou generate
are driving to the correct goal right fromthe start. JERRY R
MITCHELL March 54 25,2011
Marketings role is to create demand. Sales role isto find these
people and distribute thesupply.Theres also a big difference in
salarybetween sales and marketing. Sales people havethe $$
incentive and receive commission.Marketing folks dont. JERRY R
MITCHELL March 55 25,2011
Understandingthis relationshipwill makea companyssuccess much
easier, and much moreprofitable.This isone of the reasons some
companies have attainedcultstatus. Think of it this way: when
people think of Apple,do they think of the sales people closing the
sales, or dothey think of the brand and have an emotional desire
tobuy the latest iPhone? Thats marketing in its
simplestrepresentation. JERRY R MITCHELL March 56 25,2011