2. Sales and marketing are like two brothers. Everyone knows
they are different, but people often call them by the wrong name
JERRY R MITCHELL March 2
25,2011
3. The difference between marketing and sales is that marketing is
bringing a product or service to a customer, whereas sales is
bringing a customer to a product.
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25,2011
4. Marketing is getting people to raise their hands.
Sales is getting people to sign their names.
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25,2011
5. What is the difference between marketing and sales?
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25,2011
6. For small and medium-size business (SMB), sales
and marketing tend to get lumped together in an
indistinct mass of activities. Company leaders will
say it’s inevitable, because everybody wears
multiple hats. Often, sales and marketing
responsibilities fall on the owner, who also wears
the finance hat and the purchasing hat and the IT
hat .
JERRY R MITCHELL March 6
25,2011
8. Marketing assists in making new calls by defining and
qualifying prospects.
Marketing assists in making new and existing calls
by arming sales reps with the collateral, web presence,
and promotional programs they need to make compelling
presentations.
JERRY R MITCHELL March 8
25,2011
9. Marketing assists in overcoming objections by
researching and reviewing customer wants and needs,
along with sales successes and failures. In this way
marketing can reshape product/service offering to meet
customer demands.
JERRY R MITCHELL March 9
25,2011
10. Marketing assists in building long lasting business
relationships by developing meaningful loyalty
programs, reviewing customer experiences (see above),
and crafting entirely new product and service offerings.
JERRY R MITCHELL March 10
25,2011
11. The way I see the roles of Sales & Marketing is one
of “cause and effect”. I believe that Marketing (as a
department or effort) will “cause” an event to
occur, and Sales will “effect” (or bring about) the
outcome. Looking at it another way, Marketing’s
efforts will bring forth customer purchase
opportunities that will rest with Sales to bring to closure.
JERRY R MITCHELL March 11
25,2011
12. This distinction of cause and effect simplifies the idea of
who should be doing what, when it comes to each
person’s role, or effort. Although Sales & Marketing are
bound together in order to grow business, you must break
the ties that bind you when it comes to the effort.
JERRY R MITCHELL March 12
25,2011
13. This helps alleviate the typical commentary I hear that
goes something like this, “Marketing never gives us any
good leads.” and “Sales never follows-up on the leads we
give them.”
JERRY R MITCHELL March 13
25,2011
14. Marketing concentrates on who to call. Sales
concentrates on executing the call.
JERRY R MITCHELL March 14
25,2011
15. Tonight’s subject reminds me of an occurrence that happened at
one of my companies.
There was always friendly competition between sales and marketing
departments even though both departments reported to me.
We had an annual picnic where all employees and their families were
welcome.
The marketing department thought it would be exciting to challenge
the sales department to a base ball game at this picnic.
The sales staff whipped the marketing department soundly.
JERRY R MITCHELL March 15
25,2011
16. To show just how the marketing department earns their keep, they
posted this memo on the bulletin board after the game:
"The Marketing Department is pleased to announce that for the
2005 Softball Season, we came in 2nd place, having lost but one
game all year.
The Sales Department, however, had a rather dismal season,
winning only one game.
JERRY R MITCHELL March 16
25,2011
17. Sales manager addressing an under performing sales force at the
start of a new month:
"We are going to have a sales contest this month. The winners
will get to enter next month's contest."
JERRY R MITCHELL March 17
25,2011
18. Let's think about this question for a moment. Without marketing
you would not have prospects or leads to follow up with, but yet
without a good sales technique and strategy your closing rate
may depress you.
JERRY R MITCHELL March 18
25,2011
19. Marketing is everything that you do to reach and persuade
prospects.
The sales process is everything that you do to close the sale
and get a signed agreement or contract.
Both are necessities to the success of a business.
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25,2011
20. Your marketing will consist of the measures you use to reach
and persuade your prospects that you are the company for them.
JERRY R MITCHELL March 20
25,2011
21. It's the message that prepares the prospect for the sales. It
consists of advertising, public relations, brand marketing, viral
marketing, and direct mail.
JERRY R MITCHELL March 21
25,2011
22. The sales process consists of interpersonal interaction. It is
often done by a one-on-one meeting, cold calls, and networking.
It's anything that engages you with the prospect or customer on
a personal level rather than at a distance.
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25,2011
23. The concepts surrounding both selling and marketing also differ.
There is a need for both selling and marketing approaches in different
situations.
One approach is not always right and the other always wrong - it
depends upon the particular situation.
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25,2011
24. In a marketing approach, more listening to and eventual
accommodation of the target market occurs.
Two-way communication (sometimes between a salesperson
and a customer) is emphasized in marketing so learning can
take place and product offerings can be improved.
JERRY R MITCHELL March 24
25,2011
25. A salesperson using the sales concept, on the other hand,
sometimes has the ability to individualize components of a sale,
but the emphasis is ordinarily upon helping the customer determine
if they want the product, or a variation on it, that is already being
offered by the company.
JERRY R MITCHELL March 25
25,2011
26. In the sales approach, not much time is spent learning what the
customer's ideal product would be because the salesperson has
little say in seeing that their company's product is modified.
Furthermore, they aren't rewarded for spending time listening to
the customer's desires unless they have a product to match their
desires that will result in a sale. (Note, however, that sales people
aren't restricted to the use of the sales concept; oftentimes they
use the marketing concept instead.)
JERRY R MITCHELL March 26
25,2011
27. At the heart of the sales concept is the desire to sell a product
that the business has made as quickly as possible to fulfill sales
volume objectives.
JERRY R MITCHELL March 27
25,2011
28. When viewed through the marketing concept lens, however,
businesses must first and foremost fulfill customers' wants and
needs.
The belief is that when those wants and needs are fulfilled, a
profit will be made.
JERRY R MITCHELL March 28
25,2011
29. Do you see the difference? The selling concept, instead of
focusing on meeting customer demand, tries to make customer
demand match the products it has produced.
Whereas marketing encompasses many research and promotional
activities to discover what products are wanted and to make
Potential customers aware of them.
JERRY R MITCHELL March 29
25,2011
30. Unfortunately, fresh graduates these days are reluctant to go
into sales roles for various reasons. It could be that it doesn’t
sound as glamorous as marketing or because of the myths that
surround sales
JERRY R MITCHELL March 30
25,2011
31. For people who aspire for marketing roles, having sales experience
gives you an edge over those who don’t because you’ll have a better
understanding of the product or service from the customer’s
perspective and this understanding will help you plan more
effective marketing strategies
JERRY R MITCHELL March 31
25,2011
32. In fact, a sales position gives you an excellent foundation for a
marketing career. Besides, clearly defined marketing positions
are available mostly in larger organizations where there is a proper
(or more rigid) structure. In smaller organizations, marketing roles
will usually involve some measure of sales.
JERRY R MITCHELL March 32
25,2011
34. There are many misconceptions about jobs in sales. Let me
clarify.
Myth 1
If you’re in sales, people don’t want to talk to you because they are
afraid you’ll sell them something.
Fact
Sales today have become so niche that not everyone is the target
group. Sales activities are in fact planned activities with specific
objectives and goals.
JERRY R MITCHELL March 34
25,2011
35. Myth 2
If you’re in sales, you’ll be stuck in sales for the rest of your life
and you can’t move up the corporate ladder.
Fact
Sales departments are structured departments like any other and
when you perform well at your job, you have the opportunity to
move up as team leader or manager as well as move into other
areas of work, i.e., marketing or human resources.
JERRY R MITCHELL March 35
25,2011
36. Myth 3
If you’re in sales, you’ll be out of the office the whole day rushing
from one appointment to another.
Fact
People in sales plan their own schedules. They are able to decide
what they want to do in a day as long as they meet their objectives.
Most sales people set appointments with clients and only go out to
meet clients when there are pre-set appointments
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25,2011
37. Myth 5
Sales people have to meet impossible sales targets and they
have to work very hard to earn their commission.
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25,2011
38. Fact
Sales people work in teams with a team leader, supervisor or
manager who oversees the activities and progress of team members.
The team leader provides guidance and help wherever and whenever
possible. Sales targets are communicated at the beginning and team
members work with their leaders to achieve their targets. Usually,
when new members join the team, they will be given a list of
potential clients to contact or to service. Sales targets are set so
that the sales people have an objective to work towards. Besides, if
they meet their targets, they will be rewarded accordingly. Therefore,
sales people who work hard and achieve their targets have the
potential to earn more than their non-sales counterparts. In fact,
sales people can determine for themselves how much they want to
earn in terms of commission each month, quarter, or year,
JERRY R MITCHELL March 38
25,2011
39. Myth 6
If you’re in sales, your job is done when the clients buy whatever
it is you’re selling.
Fact
Sales is no longer a one-off transaction – it’s a relationship you
build with your clients. Even for perishable items, you’d want your
customers to come back to your shop to buy the item again when
they’ve used it up. While it’s important for clients to buy your
product or service, you need to ensure repeat sales, hence the
ability to establish and build relationships with clients is of utmost
importance.
JERRY R MITCHELL March 39
25,2011
40. Myth 7
If you can’t do anything else, you can always do sales.
JERRY R MITCHELL March 40
25,2011
41. Fact
Sales is not for everyone. You need special skills and abilities for
the job. Besides, you need to be motivated and interested in
meeting people. You also need to be passionate about the product
or service you’re selling. People who are shy and retiring, or have
problems talking to people, will not do well in sales. However,
having said that, people who have the abilities but not the
confidence should not shun ‘sales’ positions because 1) the
discipline of working independently, 2) the interaction with
different groups of people, and 3) the experience of making a sale
or being rejected, will make you a better person and widen your
horizons as an individual.
JERRY R MITCHELL March 41
25,2011
42. Myth 8
You don’t need a degree to do sales.
Fact
Sales has in fact become a very complex process. While product
knowledge is important, you need to know who your clients are
and how to sell to them effectively. A university degree is never
wasted if you’re in sales because a university education helps you
develop the skills that you need in your job. Skills such as
research, communication, teamwork are important skills in any
job particularly in a sales position. Besides, successful sales
people have the ability to see the ‘big picture’ and contribute
towards achieving sales targets and the company’s objectives
as a whole.
JERRY R MITCHELL March 42
25,2011
43. The emerging disruptors in this is Social Media
Marketing. This new medium allows Marketing to begin a
hybrid effort of passive and active marketing in one
place. And, Sales can now join into the discussion or
conversation with prospective or existing customers
without having to be physically present.
JERRY R MITCHELL March 43
25,2011
44. The emergence of Social Media Marketing can
“break the ties that bind you” not only in relation to
Sales & Marketing, but those that restrain you from
a closer relationship and communication with your
customer. But, it’s not unlike the implementation of
a CRM system; automation alone will not solve your
lack of customer understanding and contact .
JERRY R MITCHELL March 44
25,2011
45. Success, in my mind, will come from knowing how to use
it effectively vs. just putting it in place.
JERRY R MITCHELL March 45
25,2011
46. Number one: What's your objective?
Number two: How are you going to measure it?
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25,2011
47. These two questions aren't revolutionary - they're among
the first questions that should be asked at the start of
planning for any new project. Yet they often seem to get
left by the wayside, or at the very least poorly answered,
when it comes to social media marketing projects.
JERRY R MITCHELL March 47
25,2011
48. Question #1 is pretty straightforward, though the
answers are often anything but. Some days you get lucky,
and the answer is clear and concise - "increase unaided
brand awareness from 10% to 15%" or "drive 20% more
traffic to our new landing page." All too often however
the answer is either vague - "build buzz" - or confuses the
objective with the means to achieve it - "get more fans
and followers
JERRY R MITCHELL March 48
25,2011
49. In the latter case, a quick "why?" is probably in order, as
in "why do you want to get more fans and followers?"
What actually matters to the project owner? Do they
think having lots of fans and followers is a means to
getting more traffic for their web site? If so, consider
resetting the objective to that, and later in your planning
process evaluate building fans/followers as one of many
possible tactics to achieve it.
JERRY R MITCHELL March 49
25,2011
50. If the response to "what's your objective" was clear and
concise, "how are you going to measure it" has been
largely answered. Now you can get down to the details of
which measurement tools you'll use and who's
accountable for tracking and reporting
JERRY R MITCHELL March 50
25,2011
51. But if the stated objective is vague or confusing,
then asking "how are you going to measure it?" can
be incredibly liberating. It focuses the conversation
around what really matters to the project owner -
"buzz" for example might mean getting lots of
social media mentions to lay the groundwork for a
glitzy new PR and ad campaign.
JERRY R MITCHELL March 51
25,2011
52. It might mean getting lots of positive blog posts pointing
to a new landing page. Or it might mean inspiring a bunch
of product reviews on all the right recommendation and
e-commerce sites to influence future purchase decisions.
JERRY R MITCHELL March 52
25,2011
53. Who knows unless you ask, and you're setting yourself up
for failure if you don't.
JERRY R MITCHELL March 53
25,2011
54. By asking "how do you measure it?" you force the project
owner to cut through the fluffy vagueness of "awareness"
"buzz" or "education" and get down to what's actually
important, what the real business objective is. And by
arriving at common agreement on the actual, concrete
objective and exactly how and what you're going to
measure, you've helped ensure the strategy and tactics
you generate are driving to the correct goal right from
the start.
JERRY R MITCHELL March 54
25,2011
55. Marketing's role is to create demand. Sales' role is
to find these people and distribute the
supply. There's also a big difference in salary
between sales and marketing. Sales people have
the $$ incentive and receive commission.
Marketing folks don't.
JERRY R MITCHELL March 55
25,2011
56. Understanding this relationship will make a company's
success much easier, and much more profitable. This is
one of the reasons some companies have attained cult
status. Think of it this way: when people think of Apple,
do they think of the sales people closing the sales, or do
they think of the brand and have an emotional desire to
buy the latest iPhone? That's marketing in its simplest
representation.
JERRY R MITCHELL March 56
25,2011
