MARKETING VS. SELLING
“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
Undoubtedly, you have 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?
At Roos Advisors, we agree with Michael Port, author of Book Yourself Solid. 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 that believes there is too much competition, the way to stand out is through being expert, authentic and persistent.
Sales will result when you have a well crafted strategy of keeping in touch in an authentic way. After you have connected with someone who may need your services, it can often take 7 – 12 times of receiving information from you before they raise their hand for a conversation. The next step is to develop a sales process that explores their needs to see if you offer what they need and if you are the best provider of goods and services for them. Again in the words of Michael Port, “There are those we are meant to serve and others not so much.
Targeted marketing is vital to your company. Here are some effective tips for marketing:
Determine your target audience. FOCUS! Many of us who have been providing services for a long time, generally do have a breadth of capabilities. However, narrowing our scope is still the most effective way to build sustainability for the long term. At Roos Advisors, our consultants and coaches specialize. So while we offer a variety of services. No one individual does it all. Even within this paradigm, we have narrowed our scope.
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 in an authentic and compelling way. 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.
Build strategic partnerships. While Influencers are all the “buzz”. Not every product or service has the credibility or experience to merit the attachment in its early stages. A simpler strategy is strategic partnerships. Find other vendors who serve the same market you do. Develop a relationship and then investigate synergies. Connecting to other like-minded business owners who serve the same target market benefits everyone.
Build an interactive community. Surveys are a useful tool and an effective way to build relationships that last. Facebook and LinkedIn make building forums and communities easy. We also believe that live, in person, communities are the best way to build strength quickly. Networking groups who promote the strength connection where members support one another are the best.
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. Some of the best ideas come from a good brainstorming session where diverse personnel are consulted.
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 spent.
Once your marketing strategies are streamlined it is time to get down to the business of selling. This is where thinking ‘outside the box’ is vital to your sales success, here are some things to keep in mind:
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 needs assessment, we help determine what they really need and whether our products and services can help meet that need. Then we determine if we are the “right fit” based on timing, capabilities, and economics. We can help you craft one for your organization too.
Be very clear with your offerings that demonstrate your best work. Filling your time because you are “pretty good” at delivering on that service 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 1 or 2 things really well.
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.
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.
“Leadership Solutions for Life and Business.”