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Sell From Strength #136
"Marketing vs. Selling...
                             Identity vs. Tactics"

Some people tell me they've got it covered.  They do a lot of 'marketing' ...in the yellow pages, in trade magazines, and they're high-tech people ("our new website will be finished soon"). 

Some tell me that their business comes almost completely from referrals ... and they don't really 'need' a proactive new customer development plan.  In other words, they sit around and wait for business!   

Rarely do I hear about a coordinated plan for Marketing and Sales that brings in the right kind of qualified leads where the sales team can pick up seamlessly and maximize the percentage they take to closure.   

What's your answer?  How is your marketing plan, your sales plan and where do you draw the seamless transitional line? 

Translating your sales message into marketing 'bullets' and a clear brand idea doesn't just happen.  You need to understand who you are and clearly identify where your audience is.  That's just a small piece of Marketing. 

Then, your sales team must translate that message into a series of behaviors that get your people in front of the right prospects with the right process for selling. 

Every feature and benefit that comes from your product or service, and the reasons for dealing exclusively with your company was developed for a reason.  Separating this information into Marketing identity and Sales tactics must be part of a cohesive plan that totally delineates your target market.  Step back and look at who you are, what you do and who you can help.  Then, draw the line between image building and proactive sales behaviors.  Then, just do it! 

If your strength is Marketing, exploit it.  If you know how to Sell From Strength, do it.  But if you're weak in either area (and you know the difference) get help. 

Copyright March 2007 Sandler Sales Institute and TD Sales Enterprises, LLC

Dan Shanok
TD Sales Enterprises, LLC 
50 Mount Bethel Road
Warren, NJ 07059
908-822-1700
www.tdsales.sandler.com

© copyright 2007TD Sales Enterprises, LLC all rights reserved
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