What’s the Difference between marketing and sales
HELPING FEMALE ENTREPRENUERS CHANGE THE MINDSET AROUND SELLING, INCREASING REVENUE WITH CONFIDENCE BY BUILDING REPEATABLE SALES PROCESSES.
Inspired by her own journey in corporate and entrepreneurship Gwen is helping to bridge the gap of selling from a place of confidence and authenticity. Whether you have zero experience in sales or decades- it’s time to refuse masculine sales norms and lean into our feminine gifts of empathy, intuition and relationship building skills.
Hear my from friend and former colleague Jacob Siner as he helps define and draw the line in the sand of the often asked question- What’s the difference between marketing and sales! Jacob has over a decade of experience in marketing and currently a Marketing Director!
Jacob, what is the difference between marketing and sales [01:15]
As simple as we all hoped this answer would be there is overlap. Jacob sets the stage, sharing the importance of marketing and sales being intertwined and providing a unified front. Introducing- smarketing (sales & marketing) How sales and marketing work together is vital no mater what stage of business your end. There is so much valuable information that sales can share back to marketing to help inform and stay relevant as conversations unfold when trying to close those sales. The same is true, when marketing is in the survey phase, educating and informing the sales team on discoveries.
Who is on the smarketing team?
EVERYONE in your company! EVERYONE is responsible for sales!
The biggest difference between sales and marketing can be summarized in 3 categories [03:12]
PR (public relations)- What are other people saying about you? Tooting your horn!
Marketing - Creating and fostering the desire for what your selling (email marketing- how to get better open rates, offering value, building expertise without them paying you yet)- teeing them up for sales.
Sales- answering objections, creating clarity and confidence in what your selling, showing specifically how it will fit into there needs
Jacob gives examples for a photography business [10:53]
PR- Testimonials from your clients; google reviews;
Marketing- Why would someone hire a photographer vs using the high pixel phones available (your answering these questions BEFORE they are making the decision to book you)
Sales- Discovering why they are interested in hiring the photographer rather than using their phones, what kinds of experiences did they have prior and what experience are they hoping for (your not just taking pictures, your building memories)
Marketing Qualified Lead VS Sales Qualified lead [14:31]
Marketing qualified lead is someone who is your target audience. Meaning, they fit the buyer persona you have hopefully already created
Sales Qualified means they have taken an action to express interest like filling out a form or requesting a consult call etc. (Check the Client Call Prep worksheet to help define this further)
1, 2, 3 steps to make shifts in your business such as selling a higher ticketed item [17:01]
Start with marketing research- Want to make sure your still solving their problems with the shift - Ways to do that:
Dig into the ones who have purchased the higher ticket item (Survey stage)
Get on the phone- talk to them to find out what was going on at that time in your life or business to make that purchase - Learn those people so you can take those nuggets and then start talking in your emails and marketing like that to attract.
When you interview - auto transcribe the meeting and download the words and look for parallels and use those words verbatim to start talking to your audience.
When to go back to your marketing vs focus on your sales [22:00]
It all comes down to what is your data saying? You need to have 1 or 2 things you track to measure and show what’s work and what’s not.
Look at things like your close rate- Are you closing clients? Are they good clients or problematic? Do you have a churn problem?
Is your marketing getting good open and click rates, but no one is reaching in to buy? - then look at your marketing
When in doubt- always start with your sales!!!!!!
Key Quotes
Recommendations:
“Marketing creates desires, sales overcomes objections”- Jacob Siner
Hubspot Free training https://www.hubspot.com/resources/courses
Donald Miller- Marketing made simple
https://storybrand.com/marketing-made-simple-book/
Connect With gwen
Check out my NEW website www.gritandtenacityconsulting.com
Have a question? Ask it here and I will share in upcoming podcasts. Ask A Question
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