Marketing and Sales are two words that have been used interchangeably, but they mean different things.
As a Business Owner, you need to understand the underlying difference between Marketing and Sales and how it can impact on your bottom-line; that’s the objective of this post.
Definition of Marketing and Sales?
Stever Robbins defined Marketing as the collection of decisions you make about the market that leads to successful sales; he said Marketing is the planning part of sales while Sales is convincing a person to buy your product.
Hubspot defined Marketing as the process of getting people interested in the goods and services being sold while Sales are all activities that lead to the selling of goods and services.
Well, I’m famous for taking complex topics and simplifying it for the general public in plain English.
So, I’ll define Marketing and sales for you in a way you’ll hardly forget.
Marketing is creating awareness for your brand, product, and service.
It is making people conscious of your existence. It is getting yourself or organization to be top of mind of your customers and prospects.
Marketing is Creating Awareness for your Brand, Product and Service. It is making people conscious of your existence. It is getting Yourself or Organization to be Top of Mind of your Customers and Prospects
The primary objective of Marketing is Awareness, to be known, to get the market talking, and asking questions about you.
The Primary Objective of Marketing is Awareness, to be Known, to get the Market Talking and Asking Questions About You
Sales, on the other hand, is getting these people who are now aware of your products and services to buy from you.
Sales, on the other hand, is Getting these People who are now Aware of your Products and Services to Buy from You
Can you see how different they are?
For emphasis, the primary objective of Marketing is Awareness, not sales; making a sale is secondary, while the primary goal of Sales is to Make Money.
The mistake, however, is that most Business Owners want to sell without Marketing.
The problem with this is that you’ll appear too salesy; you start to put pressure on prospects to buy even when they have not made a buying decision, you start to sound desperate.
You become irritable, and some people may even block you. I’m quite sure you can relate to this. Haha
Selling is supposed to be fun.
I’ll tell you why.
Selling is supposed to be to people who are already aware of your product, who understand its benefits and appreciate its features; who have seen some testimonials and track records, who have grown to know, like, and trust you.
It’s called the KLT (Know, Like, and Trust) factor.
And you achieve all of these through Marketing.
So Marketing is you teaching your prospects and adding value to them so that when they finally make a buying decision, you’d be top of mind.
It doesn’t matter what business you are in; there’s something to teach.
A Mechanic can teach on content that car owners would find valuable, for example;
- How to know when your car is due for a service.
- How to know the right Engine oil for your car.
- How to check the expiry date of your tires, the list can go on.
What will happen is this;
- Branding – The Mechanic will be percieved as a thought leader in his niche.
- Car owners will trust him more, which will increase his patronage.
- He’ll be able to charge more for his services.
- Manufacturers of car products will approach him for marketing deals.
Let me share a gist with you.
My wife is a Fashion Stylist; you can check her out on Instagram @bloomKloset
So she comes to me and says she wants to detox my wardrobe, it was amusing to me because I never knew that word “detox” is being used in the Fashion industry, I thought it was the exclusive preserve of the folks in Beauty and Health.
After detoxing my wardrobe, I found myself ordering two pairs of shoes from her.
She marketed to me by teaching and helping me do something, so selling was easy, and that’s what I meant when I said earlier that selling is supposed to be fun.
Selling after Marketing is so powerful that it worked on me, even though I taught my wife the concept.
It is important to note that Marketing should not end after a prospect buys from you.
The objective of Marketing before a prospect buys from you is Awareness.
The objective of Marketing after Purchase
- It helps the new customer hold a high perception of your brand and be happy that he has made the right buying decision – it helps overcome buyer remorse.
- It helps to make the new customer a repeat customer.
- It helps you to generate Word of Mouth Marketing.
- It helps you to generate testimonials and positive feedback, which you can use as Social Proof to make more sales.
So here’s my task for you today;
Write a very long list of Frequently Asked Questions by your prospects and start creating content in Text, Video, Infographic, Ebook, or Podcast format to answer those questions.
Then promote the answers you have just created to ensure that your prospects see them.
Even though you can do this on Social Media, but I strongly advise you to start a Blog, your Blog will be the fulcrum of your Marketing Communications.
The shelf-life of your content on Social Media is too short, but the content on your blog will be found in years to come and will continue to drive sales for you.
Share this Image On Your Site
I hope you now understand the difference between Marketing and Sales and the roles they both play in generating online sales for your business.
To put it another way, Marketing is the value you create for your prospects while Sales is how these prospects reward you.
Did you have an A-HA moment while reading this post?
Let me read about it in the comment, I’ll respond to you.
Kindly share this post. Thanks in advance.