52
SEPTEMBER 2013 PRO INSTALLER
PRO BUSINESS
www.proinstaller.co.uk
THE PROFITABLE DIFFERENCE:
MARKETING VS SALES
Both sales and marketing are ultimately
about one thing: making more money.
The way in which each
concept approaches
this ultimate goal, and
the way in which an
installer applies each
unique perspective, can
make all the difference.
Often, especially in
smaller businesses, the
two concepts become
lumped together so
that neither one is
properly executed, and
so both become largely
ineffective.
What’s The
Difference?
In the simplest terms possible, the crucial difference
between sales and marketing is that of ‘Big Picture vs
Small Picture’.
Marketing’s view is
looking out over the entire
landscape, seeing industry
terrain, competition movement, customer migration
patterns, business weather patterns etc, and then
positioning your company
to capture the largest share
of the market possible.
Sales’ view is about looking
right in the customer’s eyes,
addressing their individual
needs and concerns to close
that particular sale.
Essentially, marketing and
promotion work to entice
prospective customers to
come to you. Sales and personal salesmanship work to
locate and put you in front
of the individual customer.
Logic and common sense
tells us the first concept
is the more effective one having customers come to
you, eager for your services,
is far better than having
you running around all day,
trying to find customers
who might want what you
offer, and then convincing
them you’re specifically the
person they want. But as we
will see, sales and marketing fit together like a hand
in a glove.
for) a product or service. If
marketing is properly executed, sales become almost
a footnote in the process, a
mere formality. Great Marketing does all the selling
for you!
Here’s an overview
of the marketing
process:
Marketing is the most
significant force in stimulating sales for your company.
If you do not understand
clearly what customers in
your particular industry
niche are looking for, do not
have a product or service
that matches that need, and
do not get out the word that
you have it, you can be the
best salesman in the world
and still make zero money.
1. Discover what product,
service or idea customers
really want.
2. Put together a product
or service offer with the
features and quality that
customers truly want.
3. Price the product or
service correctly, according
to what value the customers
actually place on it.
4. Promote the product or service; spread the
word about why customers
should not only buy it, but
buy it from you specifically.
5. Sell (close the transaction) and deliver the service
or product to thecustomer.
You’ll notice with step #5,
that sales is a component of
marketing. Selling is the act
of persuading or influencing
a customer to buy (to exchange something of value
Marketing activities
support all your
sales efforts.
Correct marketing
makes it possible
to make sales.
Many times marketing activities (like the production
of marketing materials such
as brochures or websites,
and catchy logos and slogans) must occur before a
sale can be made, but they
can sometimes follow the
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