Planning for the year ahead is never an easy task. Some companies do act unethical in their advertising, for example I have seen some ads on the internet especially where companies would advertise a product and make it very appealing to the consumer then at the very bottom is tiny fonts the word ‘restrictions apply’ they would hide the link that takes you to where the restrictions are listed.
Many consumers who have stayed loyal to the same brand, dealership, or salon for years will say that they appreciate the personal attention they receive there. Unless time is dedicated to each and every week to working a marketing strategy, forward movement in business is highly unlikely.
One truly cannot exist without the other, but their skill sets are not the same – especially today, where advances in technology require the modern marketer to have a very specific, honed, and competitive set of skills that most sales people simply do not need to have.
It is not a marketing employee’s responsibility to follow up with a salesperson’s existing customer once the lead has been handed off, nor is it their responsibility to convert a lead to a sale, “close the deal,” or make sure the client remains a client for many years.
Breaking Down Sales And Marketing
One of the basics of all marketing and advertising training is a teaching of “Maslow’s needs pyramid”. It is important to note here that the retention function of a marketing department doesn’t really overlap the retention efforts of a sales team. Marketers, through the ages, have identified who their customers are, and directed their efforts at influencing their buying decisions.
One of the themes behind their partnership was to create the desire within consumers that if they wore Michael Jordan’s sneakers they could play basketball or jump as high as him. That is the way marketing works: Find a gap, develop a plan to address the gap, and then market to that gap.
Instead of bothering strangers, connect with your existing customers or people who have indicated interest in your services or products. Especially in the early days it’s easy to underestimate the time required for certain actions or miss some important actions all together.
Marketing to specific groups of consumers, or target marketing, is one of the most important concepts in marketing. Yes, many old-school salespeople (or go-getter small business entrepreneurs) are quite capable of drumming up business on their own, and may even have some tried-and-true marketing tactics up their sleeve – but few have the time, skill, or technological resources to effectively capitalize on the true potential of their market.
That’s why most small businesses turn to marketing experts for assistance, and when they do, their business explodes. Mike Roach, CEO of CGI, was quoted as saying, “Strategy without execution is a hallucination!” If that is true, then marketing theory without strategy and execution is psychosis.
All marketing and marketing communications should flow from this positioning, and it should … Read More..