Marketing is the method or process of promoting, selling, and issuing a product or service. In other words, the marketing department’s job is to create consumer awareness about a project. An example of creating awareness would be if a marketing team created a radio commercial to inform consumers about a new product. Marketing is most vital at the beginning of a potential sale because the marketing team raises awareness that the product exists and creates leads for the sales teams to follow up on.
Sales are the strategies employed that lead to the purchase of goods and services. The sales team follows up on the leads created by the marketing team. The sales team then works to create trusted relationships with the consumer and answer any questions or concerns the consumer may have. The sales team works to persuade consumers into buying a product in person, over the phone, or through online sales. A salesperson’s effectiveness is often based on their ability to turn a lead into a sale.
Process/Goals
The marketing team’s process involves explaining what the product or service is. They answer the questions of who would want this product or service, and where to find the consumers that are interested in purchasing the product or service. They also set the price. The marketing team’s main goal is to promote the product or company and find high-value sales prospects for the sales team to follow.
The sales team’s process involves interacting with consumers. The sales team’s focus is on answering questions and providing insight into the product. They strive to build relationships with consumers directly. The sales team’s main goal is to sell as much product as they can to meet goals or quotas.
How Sales and Marketing Can Work Together
Sales and marketing go hand in hand because their jobs overlap each other. It would be best if both groups work together under the main goal of increasing sales. A productive sales and marketing team will work together cohesively and create a hand-off system. After a lead is handed off by the marketing team to the sales team, the sales team will then follow up with the lead in a timely manner. By combining efforts and creating open communication between the two teams, both the sales and marketing teams will be more successful in creating and maintaining new customers and sales.
Strategies and Techniques Used for Marketing
Marketing techniques such as the use of TV ads, radio ads, mailed flyers, or cold calling are called outbound marketing. These techniques tend to reach a larger group of consumers and create a larger awareness of a product. The downfall of outbound marketing is that it is impersonal and not very persuasive. In contrast, inbound marketing is tailored to the consumer’s needs, and a relationship is formed between the consumer and the business. For example, a free webinar on life insurance or retirement planning is offered. Consumers who attend the webinar gain something valuable, in this case, information, and will be more likely to use the service the business provides.
Strategies and Techniques Used for Sales
An example of an effective marketing technique is that consumers are offered a “limited-time offer.” This product is only available for a short time, so consumers interested in the product must act fast, if they may want to purchase the product before it becomes unavailable. Once the consumer is in the store, on the phone, or online, the marketing technique is complete and now a salesperson can get to work on persuading the consumer to purchase the product.
Sale’s strategy is to focus on the pain points or problems a consumer has. The salesperson understands the benefits of the product and how it will meet the needs of the consumer. A good salesperson understands the consumer’s daily challenges and promotes the product in a way that will solve the consumer’s problems. The salesperson shows interest in the consumer’s problems and builds strong relationships with them so that consumers will trust the salespeople and return for future purchases.
Another strategy the sales team employs is making the assumptive close. The salesperson replaces “yes” or “no” responses for one’s that require action. Instead of asking, “Do you want to try our free trial service?” the salesperson asks, “When would you like your free trial service installed?” By eliminating the yes or no question, the salesperson reduces the ease of being brushed off right away.
Conclusion
Without marketing, there would many consumers unaware of a product’s existence. Without sales, a company couldn’t make enough money to sustain itself. Both marketing and sales play important roles in the success of a business. If the sales and marketing teams work together they can improve communication and better collaborate on how to make the business more successful. The relationships created by the sales team, provide good insight into the minds of the consumer. The marketing team can use this feedback to improve the product. Better products and marketing campaigns bring in more sales. Both sales and marketing teams will reap the rewards of a collaborative environment.