Sales vs Marketing: The Profitable Difference

Both Sales and Marketing are ultimately about one thing: making
more money, ringing that register, cha-ching-a-ling!

The way in which each concept approaches this ultimate goal, and
the way in which a contractor applies each unique perspective,
can mean the difference between Big Bucks and No Bucks. Often,
especially in smaller businesses, the two concepts become lumped
together so that neither one is properly executed, and so both
become largely ineffective.

What's The Difference?

In the simplest terms possible, the crucial difference between
Sales and Marketing is that of Big Picture vs Small Picture.

Marketing’s view is 10,000 feet, looking out over the entire
landscape; seeing industry terrain, competition movement,
customer migration patterns, business weather patterns etc, and
then positioning your company to capture the largest share of
the market possible. Sales’s view is about 5 feet, looking right
in the customer's eyes, addressing their individual needs and
concerns to close that particular sale.

Essentially, Marketing & promotion work to entice prospective
customers to come to you. Sales & personal salesmanship work
to locate and put you in front of the individual customer.

Logic and common sense tells us the first concept is the more
effective one - having customers come to you, eager for your
services, is far better than having you running around all day,
trying to find customers who might want what you offer, and then
convincing them you're specifically the guy they want. But as we
will see, Sales & Marketing fit together like a glove on a hand.


Here's an overview of the Marketing process:

1. Discover what product, service or idea customers really want.

2. Put together a product or service offer with the features and
quality that customers truly want.

3. Price the product or service correctly, according to what
value the customers actually place on it.

4. Promote the product or service; spread the word about why
customers should not only buy it, but buy it from you specifically.

5. Sell (close the transaction) and deliver the service or
product to the customer.


You'll notice with step #5, that Sales is a component of Marketing.
Selling is the act of persuading or influencing a customer to buy
(to exchange something of value for) a product or service. If
Marketing is properly executed, Sales become almost a footnote
in the process, a mere formality. Great Marketing does all the
selling for you!

Marketing activities support all your sales efforts. Marketing
is the most significant force in stimulating sales for your
company. If you do not understand clearly what customers in your
particular industry niche are looking for, do not have a product
or service that matches that need, and do not get out the word
that you have it, you can be the best salesman in the world and
still make zero money.

Suppose you are an insulation expert. You can turn a drafty cabin
 in the Arctic into a cozy retreat that costs pennies to heat.
Now suppose you set up shop in the middle of the Mojave Desert.
How many customers do you think will want a service that makes
it cheaper to heat up their homes? Guaranteed your phone will
not ring at all. Okay, now suppose your advertising and promotional
efforts focus on letting all the locals know that your expert
services can retrofit their homes to slash their air conditioning
bills. Think you might get a few calls? Same skillset and service,
completely different market focus. Correct marketing makes it
possible to make sales.

Many times marketing activities (like the production of marketing
materials such as brochures or websites, and catchy logos and
slogans) must occur before a sale can be made, but they can
sometimes follow the sale as well, to pave the way for future
sales and referrals. For example, Marketing can lay the groundwork
for a sale by addressing a strong customer need: "Satisfaction
Guaranteed!". This same slogan/idea now also follows the sale,
by providing the customer with the psychological cushion of
confidence in your service. A customer that feels good about
doing business with you will recommend you to others (warranty
your work with help from "Warranties for Builders & Remodelers"
http://contractor-city.com/waforbure.html?list70808 ).

Marketing consists of all the measures and methods you use to
reach and persuade your prospective customers that you are the
right company for them. It's the message that prepares the
customer for the sale. Your message should be consistent in
every kind of activity or situation that reaches a customer,
including your advertising, public relations, brand marketing,
viral marketing, direct mail, email, logo, slogans, and of course,
what comes out of your mouth (for more specific construction
marketing information see "Marketing Made Easy" at
http://www.contractor-city.com/mamaea.html?list70808 ).

The Sales component is about interpersonal interaction. You do
it with one-on-one meetings, phone calls, and networking. Sales
is anything that engages you directly with the customer on a
personal level rather than at a distance.

Something that trips up some contractors is a personal discomfort
with the sales or marketing process. If this is the case for you,
you can use a successful alternative: bring someone on board who
is more comfortable and adept at sales and marketing. You can do
this by creating a partnership, subcontracting, or hiring sales
talent.


Understanding the differences between Sales and Marketing,
educating yourself on successful methods and techniques to
best execute each one, and then applying each concept correctly
can skyrocket your profits. Good Marketing can dramatically
increase Sales, and good Sales make your bank account grow.

To your success!