I presented to the Young Professionals Connection group earlier this week. My subject was sales and marketing. One thing I often run into is that many people do not understand the difference between sales and marketing. Someone in my past made the comment “Marketing is getting the date and sales is going on the date”. I liked it so much I built much of my presentation around this saying.
When you are marketing your company and your product, you are trying to get a date with your customers. Your main goal is to get their attention. Your other main goal is to not scare them off. Sales on the other hand is going on the first date. Remember that most likely it is a first date. Your goal is to build a relationship and get the second date. Try not to become infatuated with your customer on that first date and do the equivalent of naming your first child!
Another way to look at the difference is to understand that great marketing makes sales easier. First, you are building awareness for your company. Think about the following: A new smartphone launches into the market called the jPhone. If you had never heard of the company that makes the jPhone or if the marketing did not mention the company, you would probably never give the phone a second chance. Now imagine that same phone was marketing by Google. See the difference? Suddenly you are more interested than before. While we all can’t be Google, we can build a company brand and reputation that lets our customers know who we are.
In Marketing you are also building awareness of the product or service you provide. You need to point out the problem or issue you solve. Sometimes this is very easy. One of my favorite downtown Des Moines service providers is Bill’s Whitewall Tire Center. It is pretty obvious what the problem is that they solve. Other problems can be more challenging for your customer to understand so make sure you explain the problem in terms they can understand.
So, make sure your marketing is targeted to getting that first date. Try to get their attention while not scaring them away! Once you get that date, build a relationship that assure you of the second date. Your business will thrive if you can build solid long term relationships