What are the Differences Between Marketing and Sales?

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You’ve probably heard the terms ‘sales’ and ‘marketing’ countless times. They are terms used in many different industries and can sometimes overlap or interconnect. But what exactly is the difference? Where does one concept end and the other begin?

“The new reality is that sales and marketing are continuously and increasingly integrated. Marketing needs to know more about sales, sales needs to know more about marketing, and we all need to know more about our customers.” – Jill Rowley

How Great Marketing Leads to More Sales

Marketing does not get you clients. Marketing builds awareness so that when individuals or companies are ready to purchase services, they remember you. They remember you because your marketing strategy includes a “keep in touch” strategy that keeps you top-of-mind. Marketing is the first step. In a world with too much competition, the way you stand out is by being authentic and persistent and an expert at what you do. This concept is explored in great detail in the book “Book Yourself Solid” by Michael Port, and here at Roos Advisors, we strongly agree with the author.

Good sales are a result of a well-crafted strategy of keeping in touch with your clients in an honest and authentic way. After you have connected with someone who may need your services, it can often take 7 to 12 times of receiving information from you—from emails to newsletters and other offers—before they’ll be ready for a conversation. You have to develop a sales process that explores their needs, to genuinely see if what you offer is what they actually need, and make sure you qualify as the best provider of goods and services for them in their eyes. Again in the words of Michael Port, “There are those we are meant to serve and others not so much.”

Targeted Marketing Is Vital

Here are some effective tips when it comes to building a targeted marketing strategy:

      1. Determine your target audience 

Many of us who have been providing services for a long time generally have a breadth of capabilities. However, narrowing our scope is still the most effective way to build long-term sustainability. This starts with pinpointing exactly who we’re trying to reach with our message, as identifying the target audience is the best way to ensure that message comes across. 

      2. Make your message solution-focused

Most of us have figured out that our services need to provide a solution. However, many still struggle to find a way to communicate those solutions authentically and compellingly. Your best research rests within your prospective clients. Stay open to hear their compelling needs and desires, not just what you think will put money in your pocket.

      3. Build strategic partnerships

Not every product or service has the credibility or experience to merit the attachment in its early stages. A simpler, yet effective strategy, results in a stronger partnership. Find other vendors who serve the same market you do, develop a relationship, and then investigate synergies as well as connect to other like-minded business owners who serve the same target market.

      4. Build an interactive community

Surveys are a useful tool and an effective way to build relationships that last. Facebook and LinkedIn make building communities easy. We also believe that live, in-person communities are also a strong way to build relationships. Networking groups that promote strong connections, while members actively support each other, are always thriving.

      5. Get employees involved

Include multiple departments and stakeholders. You may be surprised how much your human resource department can contribute to a new marketing initiative. People love being counted on. Some of the best ideas come from a good brainstorming session where diverse people engage in clever ways.

      6. Measure, measure, measure 

Always have a way to measure the output and input. At Roos Advisors, we are very ROI-driven. We evaluate every initiative to ensure a 2 to 3 times return on investment, both time- and money-wise.

Selling Your Product

Once your marketing strategies are streamlined, it is time to get down to the business. Thinking outside the box is critical for a successful sales campaign—here are some things to keep in mind:

      1. Find a way around the sales pitch

Many people avoid the dreaded Sales Pitch. We do, too. Instead, we offer free 15-minute consultations to explore our prospect’s needs, desires and pain points. Through a carefully crafted assessment, we help determine what they really need and whether our products and services can help them. Then, we determine if we are the “right fit” based on timing, capabilities, and economics. Let us know if you need any help or guidance; we can assist you!

      2. Be very clear with your offerings 

Saying you are “pretty good” at delivering a lot of services is one of the biggest mistakes you can make. It is a mistake we are still learning from. You don’t need to know everything. In fact, that is impossible. You just need to do several things really well, and you’re set.

      3. Establish and define your worth 

Using a needs assessment, you can educate the prospect around why your product is the best for them. You can ask questions that help them question how they have survived thus far without your product or service. You can also provide a few insights and tips that will help them see you as the expert.

Marketing and Sales with Roos Advisors

At Roos Advisors, we help you create systems that build long-lasting relationships. These relationships foster growth and create brand ambassadors. Contact us today for a Free 15 Minute Consultation to see if we are meant to help you.

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