Love and marriage, love and marriage
Go together like a horse and carriage
This I tell you brother
You can’t have one without the other
Are you humming yet?
And while I might be stretching the analogy just a wee bit I do feel very much the same about marketing and sales or even more specifically, you shouldn’t have one without the other.
Plain and simple – marketing and sales go hand in hand and when they are integrated effectively the result is more business.
Look at it this way. Marketing opens the doors and starts the conversation. The better the marketing, the better the conversation and the “easier” it is to persuade someone to do business with your company.
Effective marketing enables you to:
- Establish and build your brand
- Grow credibility
- Maintain visibility
- Introduce and inform prospects and customers about new products and services
Yes effective marketing can do all that but it cannot execute the sale for you. It opens doors, warms the prospects but bringing in the business requires sales. (The one exception might be for online companies that have neither brick and mortar presence nor any human interaction.)
But for the rest of us good old-fashioned sales strategy and competencies are required.
Sales picks up where marketing leaves off. A great sales interaction takes the (prospect) door that is ajar and opens it further by helping the potential buyer to better see the benefits of doing business with you. A sale is a two-way conversation. Questions are asked, benefits stated, objections and hesitancies overcome all with one end result as the goal – to make the sale.
When marketing and sales are exquisitely integrated the result is a new customer. Ignoring either part of this dance undermines your overall results.