Don’t Blame the Sales Team for Poor Marketing

There is a big difference between marketing and sales. If you confuse these two areas in your business you can be creating problems that you don’t want and might not even know you have.

Marketing involves everything that brings attention to your business, public relations, advertising, promotions, pricing, store layout, and location, etc., up to the point of personal contact.  The sales area is personal. Anytime a prospect or customer has a personal interaction with another person in your business, they have stepped into the sales department. In a broad sense, your installers, technicians, receptionist and customer service personnel all work in the sales department.

I know that Amazon doesn’t have salespeople per se and they still make sales, I get it. But they don’t have a very big sales department. Most of their sales come through their marketing. So an email from the company is marketing. If a personal email comes from a person in the company then we have crossed over into sales, because now you are starting to develop a personal relationship with the prospect and a person in the company.

When the marketing department and the sales department do not work together like a hand and glove you will be inefficient, less effective and it will cost you money. The key is to work together as a team. Sales need to utilize marketing to their advantage and marketing needs to communicate with the sales team what they are trying to do. Any conflict needs to be resolved so that everyone can benefit.

Make sure both departments are accountable for their own goals as well as working together. Be very careful when one department starts to point fingers at the other. Marketing and branding help to build the impression of a company, but the sales team helps to build the relationships and personal customer relationships.

If you want to know more about how to build a sales and marketing team while setting the accountability standards, I would love to have that conversation. Stan@MyCrossroadsConsultants.com

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