Marketing versus Sales Why anyone can sell
Marketing versus Sales Why anyone can sell
In this article I will distinguish Marketing from Sales and I will also introduce the concept of operational definitions and the reason they are essential for successful business operations.
For the most part, you and I, can function in business by using social definitions. The reason for this is simple. We are social beings and we love to talk about things. For example, we talk ABOUT love, money or business. And, we talk A LOT about these topics. But talking about them does not give us access to experiencing more love, having more money or owning a bigger business. It just lets us talk more.
In effect, social definitions only allow us to talk about something without any power over what we’re talking about. Now you know why talking a lot does not necessarily produce results!
So how can you produce results and be effective in marketing and sales?
Let’s start with the power of operational definitions.
Operational or operative definitions are very important because they allow us to understand the
meaning of something in such a way that it gives us power over it. So, for example, think back to the moment when you fell in love for the first time. When you experienced love, you had a different meaning of it and it changed who you were operationally in the world. You simply took different actions consistent with someone being in love.
Why is this important for business?
Once you understand and get to use operational language you will see that it is one of the keys to being successful in business. It is the foundation for effective operations, management and ultimately true business ownership.
So like I promised, my goal in this article is to give you the operational definition for Marketing, in such a way that it changes who you are in the world and how you market yourself. I will also distinguish the operational definition for Sales. By doing this you will get to see Sales as a distinct process from Marketing. Unfortunately, we use these terms interchangeably when we TALK – however you will see they are totally distinct processes.
Consider the following example. Imagine if human beings walked around saying “Cats and dogs are the same thing.” That would be funny, wouldn’t it? Now, we know they exist in the same domain called “animals” but they are distinct from one another. This is obvious. So, while Marketing and Sales exist in the domain called “business” and they are distinct from one another, people still confuse one from the other.
Let’s start with what we know about Marketing from a social perspective. The dictionary’s social definition for marketing is:
1. The exchange of goods for an agreed sum of money [synonym: selling]
2. The commercial processes involved in promoting and selling and distributing a product or service;
3. Shopping at a market; "does the weekly marketing at the supermarket”
Notice that each of these definitions collapses marketing with sales!
In other words, socially Marketing and Sales are synonyms – and our behaviour reflects this. For example, “Marketing at the supermarket” means “Buying at the supermarket.” “Promoting X product” means “Selling X Product” and so on. In other words, operationally Marketing and Sales are fuzzy concepts. If you tell someone “I want you to market this product for me” do they mean sell? Or do they mean creating a process? Or do they mean distribution? Or are they telling us to go shopping? It is unclear because we do not have a common operative definition that makes sense to everyone.
So what is the operational definition of Marketing?
Marketing, from an operational point of view, is simply converting people that don’t know you exist into people that know you exist. Marketing causes existence for something. It makes you real in the marketplace by creating impressions. In marketing there is no offer to buy!
Let’s use an example from real life to illustrate this.
I was at a party this week and there were many people there that did not know who I was. Every time I said “Hello, my name is Vwodek” I was marketing myself. A person that did not know I existed found out I existed in that moment. How? I told them my name. So Marketing is simply a way of saying ‘Hello, here I am. I exist.’ There is no offer to buy anything.
So what is Sales from an operational point of view?
First, let’s take a look at the dictionary definition of sales:
1. The exchange of goods or services for an amount of money or its equivalent; the act of selling.
2. An instance of selling.
3. An opportunity for selling or being sold; demand.
4. Availability for purchase: a store where pets are for sale.
5. A selling of property to the highest bidder; an auction.
6. A special disposal of goods at lowered prices: coats on sale this week.
7. sales
a. Activities involved in selling goods or services.
b. Gross receipts.
What you will immediately notice is that we are not told direct steps to HOW to sell. We are told ABOUT sales.
Therefore, having operational definitions can be quite useful in business. Operationally sales is very interesting because it is simply converting people that know you exist, need and want what you have and can afford what you have into a one time buyer.
(Read that again to make sure you’re clear).
So what’s all the fuss about?
Simply put, people don’t follow the complete sales process! Often times we experience hard sell because people skip Marketing. We forget to fully introduce ourselves!
So how does this work in real life?
Let’s go back to the party example. After saying ‘Hello’ people know I exist – but they do not know much about me and I do not know much about them. So what is there to do?
Find out about them first and discover what is needed and wanted for them. In other words, become interested in what they are up to.
Unfortunately, this is the part most people skip and that is why Sales is so difficult for many people. They want to sell before people are fully aware of who they are talking to and what they are looking for.
But, if you follow the Marketing and Sales process operationally the tough part of sales simply disappears because you give people what they want, at the price point they can afford, and in the manner they want it.
When you fully get this model, you will also realize that ANYONE can be trained to sell.
Think about what other operational definitions you can invent and enjoy the journey!
Marketing versus Sales Why anyone can sell - To learn more about this author, visit Vwodek Wojczynski's Website.
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Have you ever wondered what is the difference between Marketing and Sales?
In this article I will distinguish Marketing from Sales and I will also introduce the concept of operational definitions and the reason they are essential for successful business operations.
For the most part, you and I, can function in business by using social definitions. The reason for this is simple. We are social beings and we love to talk about things. For example, we talk ABOUT love, money or business. And, we talk A LOT about these topics. But talking about them does not give us access to experiencing more love, having more money or owning a bigger business. It just lets us talk more.
In effect, social definitions only allow us to talk about something without any power over what we’re talking about. Now you know why talking a lot does not necessarily produce results!
So how can you produce results and be effective in marketing and sales?
Let’s start with the power of operational definitions.
Operational or operative definitions are very important because they allow us to understand the
meaning of something in such a way that it gives us power over it. So, for example, think back to the moment when you fell in love for the first time. When you experienced love, you had a different meaning of it and it changed who you were operationally in the world. You simply took different actions consistent with someone being in love.
Why is this important for business?
Once you understand and get to use operational language you will see that it is one of the keys to being successful in business. It is the foundation for effective operations, management and ultimately true business ownership.
So like I promised, my goal in this article is to give you the operational definition for Marketing, in such a way that it changes who you are in the world and how you market yourself. I will also distinguish the operational definition for Sales. By doing this you will get to see Sales as a distinct process from Marketing. Unfortunately, we use these terms interchangeably when we TALK – however you will see they are totally distinct processes.
Consider the following example. Imagine if human beings walked around saying “Cats and dogs are the same thing.” That would be funny, wouldn’t it? Now, we know they exist in the same domain called “animals” but they are distinct from one another. This is obvious. So, while Marketing and Sales exist in the domain called “business” and they are distinct from one another, people still confuse one from the other.
Let’s start with what we know about Marketing from a social perspective. The dictionary’s social definition for marketing is:
1. The exchange of goods for an agreed sum of money [synonym: selling]
2. The commercial processes involved in promoting and selling and distributing a product or service;
3. Shopping at a market; "does the weekly marketing at the supermarket”
Notice that each of these definitions collapses marketing with sales!
In other words, socially Marketing and Sales are synonyms – and our behaviour reflects this. For example, “Marketing at the supermarket” means “Buying at the supermarket.” “Promoting X product” means “Selling X Product” and so on. In other words, operationally Marketing and Sales are fuzzy concepts. If you tell someone “I want you to market this product for me” do they mean sell? Or do they mean creating a process? Or do they mean distribution? Or are they telling us to go shopping? It is unclear because we do not have a common operative definition that makes sense to everyone.
So what is the operational definition of Marketing?
Marketing, from an operational point of view, is simply converting people that don’t know you exist into people that know you exist. Marketing causes existence for something. It makes you real in the marketplace by creating impressions. In marketing there is no offer to buy!
Let’s use an example from real life to illustrate this.
I was at a party this week and there were many people there that did not know who I was. Every time I said “Hello, my name is Vwodek” I was marketing myself. A person that did not know I existed found out I existed in that moment. How? I told them my name. So Marketing is simply a way of saying ‘Hello, here I am. I exist.’ There is no offer to buy anything.
So what is Sales from an operational point of view?
First, let’s take a look at the dictionary definition of sales:
1. The exchange of goods or services for an amount of money or its equivalent; the act of selling.
2. An instance of selling.
3. An opportunity for selling or being sold; demand.
4. Availability for purchase: a store where pets are for sale.
5. A selling of property to the highest bidder; an auction.
6. A special disposal of goods at lowered prices: coats on sale this week.
7. sales
a. Activities involved in selling goods or services.
b. Gross receipts.
What you will immediately notice is that we are not told direct steps to HOW to sell. We are told ABOUT sales.
Therefore, having operational definitions can be quite useful in business. Operationally sales is very interesting because it is simply converting people that know you exist, need and want what you have and can afford what you have into a one time buyer.
(Read that again to make sure you’re clear).
So what’s all the fuss about?
Simply put, people don’t follow the complete sales process! Often times we experience hard sell because people skip Marketing. We forget to fully introduce ourselves!
So how does this work in real life?
Let’s go back to the party example. After saying ‘Hello’ people know I exist – but they do not know much about me and I do not know much about them. So what is there to do?
Find out about them first and discover what is needed and wanted for them. In other words, become interested in what they are up to.
Unfortunately, this is the part most people skip and that is why Sales is so difficult for many people. They want to sell before people are fully aware of who they are talking to and what they are looking for.
But, if you follow the Marketing and Sales process operationally the tough part of sales simply disappears because you give people what they want, at the price point they can afford, and in the manner they want it.
When you fully get this model, you will also realize that ANYONE can be trained to sell.
Think about what other operational definitions you can invent and enjoy the journey!
Marketing versus Sales Why anyone can sell - To learn more about this author, visit Vwodek Wojczynski's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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