Presentation Sales Vs Marketing Edit Emm

Business Growth Series

Sales vs. Marketing

Presented by:

Debra Andrews, Marketri LLC

Sean Galt, Thompson Networks

SALES VERSUS MARKETING

AGENDA:

• SEMINAR GOALS

• DEFINING SALES AND MARKETING

• AUDIENCE SALES AND MARKETING ASSESSMENT

• UNBALANCED SALES / MARKETING EFFORTS

•CONSEQUENCES

• INTEGRATION OF SALES AND MARKETING

•WHY SHOULD THEY WORK TOGETHER?

• BEST PRACTICES IN MARKETING

• BEST PRACTICES IN SALES

• THOMPSON NETWORKS’ CASE STUDY

SEMINAR GOALS:

WHAT WOULD YOU LIKE TO GET OUT OF TODAY’S SESSION?

• Are you satisfied with your return on sales & marketing?

• Do you try different marketing tactics and sales and wonder if any of them are working?

• Are you unable to successfully close sales appointments?

SALES VERSUS MARKETING DEFINED

SALES VERSUS MARKETING

• In the past, the concept of “sales” has been a negative one, especially in the world of professional services.

• Many firms think and talk about marketing, but don’t consider the activities required for selling services.

• Some firms use sales and marketing interchangeably.

WHAT IS MARKETING?

Marketing is the process of positioning your firm to ask for a company’s business, or to be asked for help by a prospect.

Warming up the market

MARKETING INCLUDES:

• Positioning / Differentiation

• Strategy (Identifying Target Segments)

• Planning

• Execution:

•Collateral (Print / Electronic)

•Campaigns / Tactics

• Measurement

WHAT IS SALES?

• Sales is the process of listening, determining needs, dealing with objections, asking for the order, and closing the deal. In most cases, sales involves face-to-face meetings.

CLOSING A RED HOT PROSPECT

SALES INCLUDES:

• COLD CALLING (WARM CALLING)

• FACE-TO-FACE MEETINGS

• PRESENTATIONS

• PROPOSALS

HYBRID ACTIVITIES INCLUDE:

• SEMINARS

• REFERRAL MEETINGS

• DIRECT MAIL

• NETWORKING

SALES VERSUS MARKETING DEFINED

HYBRID ACTIVITIES CAN BE CLASSIFIED AS MARKETING AND/OR SALES DEPENDING ON HOW THE TACTIC IS HANDLED.

Direct Mail: This can be a pure marketing activity or it can be part of the sales process. Direct contact with the prospect is what makes the difference. If you simply mail a letter / brochure and wait for someone to call, this is pure MARKETING. If you make follow-up calls to schedule face-to-face meetings, this is SALES.

BEST RESULT INTEGRATE MARKETING & SALES

SALES WITHOUT MARKETING IS…

…like going on a blind date:

• The prospect knows little about you.

• You have no idea if your product or service will be a good fit for the prospect.

• Are you both wasting your valuable time??

MARKETING WITHOUT SALES IS…

…like NOT GETTING A DATE:

• The perfect customer could be right around the corner. He or she just doesn’t know about you and all the things that you have to offer.

WHAT IS YOUR SALES & MARKETING SPLIT?

MARKETING SALES


• Do you have an in-house or outsourced marketing professional?

• Do you have an in-house or outsourced sales professional?

• Do you have an annual marketing plan? Sales plan?

• How consistent is your brand: logo, business cards & papers, print collateral, Web site, promotional products

• Do you do advertising?

• Do you host at least 2-3 seminars throughout the year? Do you follow-up with non-client seminar attendees?

• Do you send out direct mail? Do you follow-up with phone calls?

• Do you write and distribute press releases & regularly pitch the media?

• Do you have a brochure?

• Do you have customer / prospect newsletters?


• Do you attend 2-3 networking events per month? Do you record contacts in a database? Do you follow-up with the contacts that you have met?

• Are you on nonprofit boards? Do you reach out to other board members?

• Do you maintain a database? Do you call at least 10 prospects per month from your database?

• Do you have 2-3 sales calls per month?

• Do you have a regularly maintained Web site?

• Do you maintain sales pipeline reports on a monthly basis?

• Do you set goals for calls, meetings and proposals monthly & annually?

SALES AND MARKETING IMBALANCE

PURE MARKETING

• The short-term consequence is high brand awareness but a low return on marketing investment.

• The long-term consequence is to give up on all marketing because “it isn’t working.”

PURE SALES

• The short-term consequences are:

• Experiencing difficulty in getting the appointment because of low brand awareness.

• Going on unqualified appointments

• The long-term consequences are:

• Consistently losing deals to marketing savvy competitors

• Experiencing a low return on sales investment (not meeting goals)

MARKETING AND SALES ACTIVITIES OVER TIME

TIME

MARKETING SALES

BRANDING

NEWSLETTERS

PR

ADVERTISING

BROCHURES

SALES CALLS

PROPOSALS

INSIDE SALES CALLSSEMINARS

REFERRAL MEETINGS

DIRECT MAIL

NETWORKING

INTEGRATING SALES & MARKETING

THE CUSTOMER LIFE CYCLE

The appropriate balance between sales and marketing depends on the customer life cycle. The four commonly accepted phases are as follows:

• Customer Acquisition

• Customer Growth (up-selling / cross-selling)

• Customer Loyalty

• Customer Reactivation

INTEGRATING SALES & MARKETING

NATURE OF PRODUCT / SERVICE SOLUTION

The appropriate balance between sales and marketing depends on nature of the product / service solution. The three commonly accepted types are as follows:

• Commodity: The product or service is widely available, has few distinctions, and is sold mainly on price and availability features.

• Customized: To meet the customers’ needs, something must be done to the product or service.

• Designed: The product or service needs to be engineered or designed to meet the customer needs.

Best Practices in Marketing

COMMON REASONS FOR NOT MARKETING

Marketing is important but not urgent.

We don’t dare neglect it, but since immediate results won’t follow from our marketing efforts, it’s safe to say that immediate consequences won’t either.

1.


Marketing forces positioning and focus.

By avoiding marketing and positioning, we can still carry a half dozen magnetic signs in the trunk, putting the most appropriate one on the car door for those sales meetings.

2.


We can hardly handle the amount of work we already have.

Marketing is as much about control as it is about growth. In other words, marketing enables you to attract a certain kind of work, defined as profitable, enjoyable, etc.

3.


I don’t know how.

Marketing is a discipline that needs to be learned just like finance, accounting & human resources. Let’s look at how best to get marketing resources for your organization.

4.

MARKETING RESOURCES

There are two types of marketing resources: in-house or outsourced. Which resource or combination of resources is best for your business will depend on its industry (competitive situation) size, goals and budget.

In-house:•CMO

•Marketing Manager

•Marketing Coordinator

•Graphic Designer

Outsourced•Marketing

Consultant

•Advertising Agency

•Web Developer

•Copy Writer

LEVELS OF MARKETING – WHICH DO YOU NEED?

Strategy, Planning, Management

7+ years

Tactics, Execution

3-6 years

Tactics, Administration

0-2 years

CMO; V.P. or Director of Marketing

Marketing Manager

Marketing Coordinator; Administrator

Educated in

Business

Web Designer; Programmer

Creative Director; Graphic Designer

Search Engine Marketing

Educated in Graphics,

Art, DesignEducated Web Development;

Programming; Design

LEVELS OF MARKETING – WHICH DO YOU NEED?

MARKETING BEST PRACTICES

BASIC MARKETING PRINCIPALS

• Segmentation

• Differentiation

• Implementation

MARKETING BEST PRACTICES


A pretty brochure without:

Segmentation... goes to the wrong audience

Differentiation... will not strike a cord with key prospects

Implementation... will simply take up room on the book shelf


Segmentation

• Who are your customers (by industry, demographically, geographically)?

• How can you cluster your customers together based on similar purchase preferences?

• How profitable is each customer group?

• Which customer groups should you target?

SMALL TO MID-SIZED BUSINESSES MUST FOCUS!


Differentiation

• What businesses compete for the same target segments?

• How do they market themselves to stand out from the crowd?

• What are your company’s strengths & weaknesses?

• What are your competitive advantages?

SMALL TO MID-SIZED BUSINESSES MUST HAVE A CLEAR POSITION; DON’T TRY TO BE “EVERYTHING TO EVERYBODY!”


Implementation (or communication)

• What are the various marketing tactics that your business can use to communicate your value proposition to your target customers?

• Given your budget, which are the most cost-effective methods?

• How effective have your marketing efforts been in reaching your business goals?

DEVELOP A TACTICAL PLAN INCLUDING A BUDGET AND GOALS; MEASURE YOUR PROGRESS AT LEAST MONTHLY.

Best Practices in

Sales

A Case Study

and

Presentation Sales Vs Marketing Edit Emm

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