Sales vs marketing


Small organizations often don’t have a budget for separate sales and
marketing departments, but they are very different beasts and not all
practitioners are necessarily good at both. Generally speaking, sales or
selling has a short-term focus to sell a product or service to a customer. It’s
usually the result of what marketing leads to, which is to reach customers
who might be interested in the product or service, to create demand, and
to possibly build a long-term relationship.
Selling is often a one-on-one process, but could involve multiple
parties on both sides depending on the type of product or service.
Marketing creates the tools necessary for sales to achieve their goals. While
sales might convince a prospect to purchase a product, it’s marketing
that created the systems to make the offer enticing to the customer. This
may be the result of pricing strategies or market research or long-term
customer-facing communications such as public relations or advertising.
This section is meant to summarize the key components of sales and
marketing. You probably can’t do it all. You can’t have a department that
covers all potential sales and marketing opportunities like a multi-billion
dollar corporation – you’re likely limited by your budget or manpower.
So what do you focus on? There are things that must be in place to ensure
sales and marketing success. They are fundamental concepts that have
lasted the test of time.
Open popular books on the subject, and they will all cover these
topics. Some books will go in-depth, and some will mention them in
passing, and that depends on the author’s interest, experience, and beliefs.
A naturally introverted sales expert might use a sales story and question-based
selling tactics because that’s what helped. A sociable person might
focus on having an automated lead generation system because he or she
has no difficulty engaging with a prospect to easily build genuine rapport
and get the sale.

About the author

James Guitard
By James Guitard

James Guitard

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James is a top-performing corporate tax consultant. He has held management positions in large organizations and previously owned and operated an online retail business that was acquired by a competitor. His interests and expertise are in the areas of business strategy/analysis and sales and marketing.

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