Many business people have a distorted view about the distinction between sales and marketing. The common view looks something like this. "Market by advertising to get your name out there, so that people will be familiar with you when you come knocking on their door to sell your products and services".
And off they go, to promote their company with image advertising that shouts to the world how great they are.
They hope, and they pray that some how, some way, the message about their brand will stick in people's minds. Never knowing if it does, or if it doesn't. Or whether their marketing dollars are paying them back in increased sales.
Some even think that a cutesy jingle, or slogan is enough to get their phones to start ringing.
This all too common approach, is a huge waste of time, and money. Never let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your advertising is really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It must educate, qualify, convince, and persuade.
Great Advertising is Nothing Less Than "Salesmanship in Print!"
Think of it as a sales presentation that's geared toward accomplishing a carefully defined objective, whether that objective is the actual sale, or a step toward it.
Most successful campaigns are in fact a series of graduated commitments, leading up to a transaction. It might start with something as simple as an exchange of information. For example, the prospect's name and address, in exchange for some information about solving a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying themselves, persuading themselves, and giving you permission to follow up with them, all at the same time. And without any investment in personal selling.
After all, why should you waste your valuable time talking to a prospect that isn't already highly qualified, and predisposed to buying from you?
The key to profitable sales, marketing, and advertising lies in the response. Yet 90% of businesses fail to ask for, and track incremental response in their advertising. The only thing they track are sales, and then wonder why their results are so abysmal.
Why Is Incremental Response So Important?
Because it tells you what you're getting, so you can change what you're giving, until you get what you want.
The majority of people need to be exposed to your value proposition more than once, before opening their wallets anyway. Why not play an active role in the process, and track the response you get to each successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other. The wider you build each row, the better your chances of getting to the top.
If all of this sounds just too simple, and you don't believe it has the power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message. But en mass, human nature is as predictable as the hands on a clock. If you broadcast a message, the collective response will consistently come back to you within an amazingly small variance. So measure your response, try things, and repeat. It's that simple.
Do Sales Contests Work?
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