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Guest post by: Leanne Hoagland-Smith Become an Author

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Marketing is usually the first victim when times are down because the business cannot afford what those in charge view as an unnecessary expense. Then when times turn around and the economy rebounds, again marketing loses because sales appear to be happening without once again this not needed business liability.

So this leads to this question: What comes first marketing or selling?

This is the chicken in the egg quandary faced by small business owners, SOHO, sales professionals to even C-Level executives. However, to end that quandary I contend the answer is marketing. Now some may resist this simplistic response because marketing is not their strong suit or because the current organizational structure removes the sales department from marketing efforts.

So why is marketing so critical to business and sales success? During the past 10 years in working with my clients and observing those who continue to be desperate about revenues, I have identified these three buying rules to help understand the importance of aligning marketing to the buying decision making process.

Buying Rule #1 – People buy from people they know and trust.

Buying Rule #2 – People buy first on emotion then justify that decision with logic.

Buying Rule #3 – People buy on value unique to them.

When your marketing message works with these three buying rules. you will be selling second and realizing your goal to increase sales. Sales Training Coaching Tip: Nothing is sold until a decision is made to buy and this is predicated upon your marketing message first and foremost.

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