Marketing Success vs. Sales Success

Many people have pointed out the distinction between marketing (making people aware of you and your business) and sales (closing the deal). It's always critical to know which is which, and to use skills appropriate for the situation.

Recently, I've become aware of lots of business people trying to use far too many different marketing strategies and impatiently wondering why they weren't creating instant results. I recently consulted with one local business that has tried 9 different marketing strategies in the past year, "but none of them worked." No wonder they and their potential customers are confused!

My coaching was that all of the strategies seemed viable, and any of them might work well IF they were used consistently over time. The owner's problem is that (1) he
doesn't want to choose because he fears he'll choose the wrong one, and (2) he's eager for his marketing to produce rapid sales, which is a mistake.

Marketing is primarily intended to create brand recognition and give you the opportunity to make sales in the future. Sales is the art of helping a qualified prospect (who is already interested) to buy right now. They are different processes and they require different skills.

Be clear about your marketing strategy. Pick one or two strategies that are natural and comfortable for you. Pick a strategy that comes naturally for you, and that you enjoy.
Use it over time - months, years, even decades! - to give yourself the opportunity to make sales down the road.

Then, know and use appropriate SALES techniques when the time comes. When a qualified prospect inquires about your goods or services, know how to close the deal, but don't expect that every MARKETING conversation will lead to immediate sales. Knowing the difference is a key to long-term financial success.


Marketing Success vs. Sales Success - To learn more about this author, visit Rodger Blaker's Website.

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