Sales vs. Marketing
7. February 2009 by Bob Griffin.
Ask any small business owner if they feel they are doing OK and you will get a sharp opinion. With everyone nervous about keeping their jobs, keeping their businesses open, or just paying the bills, a small business owner’s biggest fear is, “Where am I going to find customers?”
Finding customers is an art form that relies on people skills, as well as on flashy campaigns. Every company has an interesting ad that will catch your eye. The problem is that it does not make me (or anyone) want to put my coat on and drive to the store. Trends can get sales going, but it happens after someone (like a celebrity) sells you on the look, use, or feel of the product - someone sells you on it.
The greatest mistake in business over the last 50 years is the fact that many companies, big and small, have pushed out sales training for bigger and bigger marketing budgets. The idea is flashy, splashy, and damaging to your business. Please do not misunderstand me. There is most definitely a place for marketing dollars to be spent - just not before you spend the money on getting your sales team running at full speed.
Marketers get your message out (branding) to as many people as they can. The thinking is - if they know who you are, they will come and spend money at your business. If this were the whole truth no one would hire a salesperson - ever.
The truth is that people spend money with people they like and can help them.
The salesperson is the face of your business and should be the strongest part of your organization. There was a salesperson involved with everything you own. Even marketing companies have to have salespeople to sell their services. That kid you hired to run the register is also the guy turning customers away. If you are marketing-focused, you won’t care who you hire.
Marketing is explaining the product or service, demonstrating the product or service, and is catchy. This still leaves the business hopeful for a sale.
Salespeople sell, explain and sell, and demonstrate and sell. Here is where money is made!
If you do not have sales training started in your business get going!!
Hire the right people. They are going to represent your business!
Train them on EVERY aspect of your product. Great salesmen FIND ways to fit the product in the customer’s life.
Set goals for the sales team to reach. Competition (of a friendly nature) is welcomed by true sales professionals. They like to know where they stand.
Find out what is working. The best thing you can do is build on the best sales techniques.
Train the team on the newest techniques. Give credit to the salesperson that first used it.
Never forget that your business is only as good as the interaction of the employee with the customer. If you don’t believe me, think about all the places you have not gone back to after a bad experience.