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The Real Secret of Sales and Marketing Success

By John Campbell

Republish: EasyPublish™ Published: 04Dec2007 Word count: 704 Viewed: 322 time(s) Get Free Content For Your Site

Those in business ignore sales and marketing at their peril. These disciplines are the very lifeblood of any commercial enterprise, whether a single mother working from home or a massive multi-national corporate body. Every business has either a service or a product to bring to the market, but bringing it is not enough - it has to be sold as well. To put this another way - consumers, potential customers and clients have to be both made aware of the product or service and then coerced into purchasing it.

Without customer knowledge or awareness, there can be no purchase, and where no one is buying there can be no profit. Marketing is the science of bringing the right product to the market, at the right price, in the right way, at a Nett profit. It is the responsibility of the sales and marketing team to ensure this happens.

Individuals have their preferences. For some it is search engine marketing, for others it is email marketing, for many it is direct marketing. But whatever the preference, the marketing strategy and all it entails is a vital step. It is the very root of the success you desire for yourself and your employer.

Training seminars and events should be attended often by all those operating in the sales and marketing arena. Selling is a skill that comes naturally to some, but not to most. Yet it is possible to master these skills so they become more like drills. With the right training and strategies in place, the appropriate successful selling responses should kick in automatically. With marketing too, the responses should be creative and limitless.

There is such a choice of media now that for the marketers it can be overwhelming. The power of the internet and the universal ownership of televisions mean that a vast number of people and markets can be reached quickly - almost instantly. A quick review of what people enter into the search engines also helps paint a picture of the market psychology. It is amazing how people type words in an almost random order. For example, one of the most searched terms is engine marketing search. I find that amusing, but over one million people type that in every month. Why do they reverse the words? I don't know - but it is important to know that they do so marketing strategy can reflect these things where necessary.

Some managers will opt to delegate everything to a marketing agency. The problem here is that many are prima donnas and will take the opportunity to do what they have always wanted to do, and use your money to do it. They can be like architects who do the same. The point is that for an agency marketing campaign, there must be a tightly detailed and described brief and a contract that while not limiting the ideas or creative juices of the agents and their staff, keeps them firmly bound to what you require. All this of course should be underpinned by solid market research.

At its most basic level, both selling and marketing are about the art of communications and the best choice of media for the markets to be targeted. Not all potential customers require the same approach. For example, wholesale and retail markets will attract different methods of communication by the sales team. Again, if a product is to be sold in a store or shop, it is not the same approach as advertising an article to be sold at auction. The advertisements for each will appear in different magazines and other media, and the ads will vary too in design, presentation and language.

The real secret of success here is to start to do things differently. The old maxim about being surprised when there is no change in circumstances while you continue to do things in the same way stands as an eternal truth. I would encourage anyone to go and see, hear and / or read what Dan Kennedy has to say on this subject. A quick Google search will reveal a wealth of material. My best counsel is that you should note well what he has to say. Dan is one of the foremost sales and marketing consultants in America.

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