Recently, I was chatting with a new acquaintance and, of course, the topic of marketing arose. We started talking about why everyone needs to have a marketing plan and not just look for sales. Both of us had heard others say that they did not have time to develop a marketing plan since they are concentrating on selling.
There are many resources available for those of you who need to refine your sales techniques. There are also resources available to help with developing your marketing efforts. Everyone should utilize all the resources available to improve ourselves in both areas, marketing as well as sales.
Sales and marketing are not the same effort, and I wonder about companies with “Sales and Marketing” departments, where everyone wears both hats. Usually they really do not have two hats; they are only interested in sales. The two efforts are not the same. While they must interface, they are not the same.
Marketing does not result from sales; sales result from marketing. Marketing is building relationships and refining the impressions that you make with others. Marketing is how your company presents itself to the world. It is the image that you portray to the public, to both your prospects and to those who will never become customers. It is “telling the world that you exist” and how you accomplish that “telling”.
Let’s say that you invent the perfect mousetrap. This mousetrap not only catches every rat or rodent there is; it also makes your morning coffee, does the dishes, sweeps the floors, and makes the beds. If no one knows who you are, what you have for sale, or how to contact you, you do not sell many of them. You will probably still have them for your next garage sale.
You must market yourself and your product. It is not enough to just have something that people should purchase; you need to publicize what you have and how wonderful it is. Remember that people do business with those that they know, like, and trust. They chose their business partners based more on the individuals that they know more than based on the companies involved.
With out a doubt, networking is one of the easiest and least expensive ways to market. You let others know about what you have, how to contact you, and how you may help them. You establish networking relationships with others, working with them to build mutual success for both of you. You develop those relationships and also develop your networking skills.
Mutual success means that you are building relationships with your networking partners whether they are customers or not. You are trying to help each other succeed, and you become marketers for each other through providing referrals, letting others know what you know. Wouldn’t you like your marketing to be accomplished with the assistance of some unpaid spokespeople?
If you would like to leave a comment, please do so. Otherwise, you may email me at Jim@SOC4Now.com, or you can call me at 360-314-8691. I look forward to hearing from you, and maybe we can become partners in marketing.