Have you ever come across a firm without a sales and marketing plan? Do you know a top-notch firm that does not engage in sales and marketing? The answer to those questions is a big NO. I like to call sales and marketing the life blood of every organization. Without sales and marketing all organizations are nonexistent.
A carefully crafted combination of sales and marketing is vital for successful business growth. “Selling” or making sales consists of interpersonal interaction-the one-on-one meetings, telephone calls and networking-that you engage in with prospects and customers. The term “marketing” encompasses programs businesses use to reach and persuade prospects, including advertising, public relations, direct mail and more. You’ll often see the terms used incorrectly, such as when a business advertises for a marketing professional but is really looking for someone to make telephone calls, meet with prospects and close sales.
So many people have heard about sales and marketing but one problem that seem to be common among these people is the inability to differentiate between sales and marketing. For the sake of clarity, I will describe both terms.
Sales can be defined as the business of selling products and services. For instance, an individual comes to your firm requesting for mystery shopping services. A sale takes place when that individual pays for the mystery shopping services that you offer. In other words, you offer mystery shopping services to the individual in exchange, the individual pays you. That is a sale.
Marketing on the other hand is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. In simpler terms, marketing is the process of using various resources to show a potential client the reasons why they should purchase your product or service.
A sale only occurs after the client pays for the product or service while marketing is the time and process you spent convincing the client to pay. In order for an organization to reap the full benefits of sales and marketing, that organization has to have a well-crafted, detailed written down sales and marketing plan. The reason it has to be detailed and written down is that a detailed and written down plan gives the organization a sense of direction. Have you ever seen a plane take off without having a destination in mind? If that happens, that plane is bound to crash. It’s the same for an organization.
The sales team of every organization help bring about conversions. For instance, someone walks into your auto shop to buy a car. It is the duty of the sales personnel to provide that person with the various car options available depending on his budget and further encourage that person to make a purchase. As easy as this may sound, it is a lot trickier. Sales personnel need to be highly skilled in persuasion and negotiations. That is why an organization needs to constantly assess the performance of its sales team.
The major sign of a growing business is a business with good and ever increasing sales. There is no way any business can survive without an increase in sales. Even Non-Governmental Organizations need financial sponsors to remain in existence. Therefore, sales play a vital role in the growth of a business.
Sales people are generally people centric. The experience they give customers during the buying process goes a long way to determine if those clients would want to do business with them again. Sales people have a way of building long lasting relationship with an organization’s clients so as to retain them.
Marketing department on the other hand is responsible for getting the word out. They study organization’s audience and develop a strategy they feel is best to use in connecting with the audience. They also help to build awareness about the company to its audience.
Marketing helps to build the brand name of the organization while maintaining its reputation. With marketing, an organization defines its brand identity.
Through marketing efforts, a company is being made aware of the competitor’s efforts and strategies to rise above competition are developed.
These are just highlights of the effect sales and marketing have on an organization.