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Difference Between Marketing and Selling

Difference Between Marketing and Selling

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Published by Manjunath Puttappa

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Published by: Manjunath Puttappa on Oct 04, 2010
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10/04/2010

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n business, not much happens until a transaction is agreed upon.

The strategy of how to make these transactions occur is called marketing. The techniques and pr ocedures for closing the sale is called sales. Without sales, there is no business. The successful business is always looking at ways to improve the strategy and pr ocess. Successful businesses become students of their markets which is importan t because the very way transactions occur is changing. In the "commoditized" age, we focus on price and differentiation. Unless you are a monopoly, some combination of price and benefits are the dynamics in the mark eting and sales process today. But just below the surface, we begin to see smart customers are getting smarter all the time. Smart customers are value conscious when spending their money. This increased awareness and knowledge has changed the fundamentals of selling. Value-hungry consumers know they will have a higher potential return on their in vestment if they can establish a good rapport with the vendor or seller. It is not only "How can I get more out of the company," but also "What solutions can you bring me today and in the future?" Repeated contacts are needed to establish this relationship as trust does not co me quickly. The contacts should be part of your marketing plan. Fragmentation in the marketplace is continuing as the competition gets smarter t oo. Competitors are constantly looking for the competitive edge that will allow them to find their niche. Price has become a primary concern -- usually falling in the very top priorities . Customers want to get to price early and sales professionals want to get to pr ice last. Clearly the concept is that the more value demonstrated the higher th e price. Profitability is the name of the game. If you work on commission and you give yo ur commission away in the negotiation process, what have you gained? It either generates profit or brings other benefits. If it does neither, then it hurts the business. Sales potential is shifting from the immediate sale to a series of ongoing longterm sales. Although initial profits may be lower, the longer-term approach allo ws for increased profitability by stabilizing sales and lowering the cost of sa les. Organization provides a structure so return is maximized. The problem is usually one of balance. Regimented organizations are usually less productive in the new er business environment. Organizationally diffused businesses often waste resources. The wisdom of developing one's individual strategy to be adaptable and responsiv e will provide a key competitive advantage. Adaptability and responsiveness are key skills for tomorrow's salesperson. The n ature of the market shows no mercy.

st ill fit the more traditional divisions of sales and marketing. And that evolution appears to be accelerating. Good employees prefer to work in a business with enthusiastic customers. Many companies have their m arketing departments identify and qualify their prospects before sending the 'le ad' to the sales department. Almost everything we buy falls into this category. Higher consideration sales. One benefit is clear: they may prove to be the highest compensated employees in the company. do p resentations. just like the grocery store. toothpaste and gasoline. The rule is form follows function and function follows results. prepare bids and contracts and of course..Enthusiasm must be generated by the customer. It has become clear that the sales process of tomorrow will require more and dee per skills than are required today. The most obvious difference is the blurring of the lines between sales and marke ting. their respective function s often can be separated. Sales is everythin g that happens after the prospect has contacted you. business evolution has expanded and radically changed both concepts . such as cars. impulse or unmet need. For those salespeople that can bring those kinds of skills to the marketplace the rewards are well worth the trip. Most companies set up their marketing departments to drive qualified prospects t o their sales department. The good news is the sales process and cycle is short and sweet. Yet even these higher consideration sales are beginning to evolve. close the sale. These impulse or emotional sales include items such as hot dogs. It may seem like sales and marketing would be the same across companies in the same vertical and even horizontal industries. The individual salesperson must possess an array of tools and skills and know ho w to use them wisely. Now the sales process requires greater coordin ation. Of course with anything humans attempt the devil is always in the details. colleges. That is why many companies split their sales and marketing departments. marketing is what brings your prospect to your door. send an email or in some cases actually buy. the bad news is everybody in the world is competing for that same sale. In these sales the marketing and sales are all bound up into one 'pres entation'. houses. In traditional business. Not so an . the two processes are very different. Although sales and marketing are both involved in buying a CD online or buying a timeshare condo in Akumal. properties. Gone is the door-to-door peddler. Although the general definitions of sales and marketing still apply. Th e prospect or customer either buys 'on the spot' or they do not buy at all. etc. Most low consideration sales involve an emotion. ge ts them to call. The marketing department may be involved in a number of actual sales 'touch poin ts' before the sales department gets the lead. Traditional business is still with us though it has clearly been evolving very r apidly in recent years. It is the sales department's job to assess needs.

i t depends. Those companies that don't wish to compete on strategy simply don't compet e. The important point to remember is it is not as important to create a distinctio n between sales and marketing as it is to develop marketing and sales strategies that work. So the real answer to what is the difference between sales and marketing is . How a company structures their sales and marketing processes often determines th eir degree of success in the marketplace. the one with the best strategy wins. The easiest way to determine where marketing ends and sales begins in your compa ny is to draw a flow chart of your sales cycle. It's relative because the answer will always be dependent on the appl ication or sales cycle and process. How your company structures your sales and m arketing functions will most likely determine whether your company succeeds and fails. If everything else is equal between competitors. go though your sales presentation. contact you... And of course buy. depending on your sales cycle. Technology has now 'forced' smaller an d medium sized companies to compete directly on strategy. don't forget to incl ude the follow-up on ongoing sales potential. . Consequently your marketing and sales departments may be the same or they may be on opposite sides of the planet. ask que stions and obtain enough information to make an informed decision.ymore. If your sales process is complex and involves repeat sales. Plot out each step as your prosp ects find out about you.

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