Let’s think about this question for a moment. Without Marketing you would not have prospects or leads in which to follow up; yet without a good sales technique and strategy your close rate may be somewhat depressing.
Marketing is everything that you do to reach and persuade prospects. The sales process is everything that you do to close the sale and get a signed agreement or contract. Both are necessities to the success of a business. You cannot do without either process. By strategically combining both efforts you will experience a successful amount of business growth. However, by the same token, if the efforts are unbalanced it can detour your growth.
Your marketing will consist of the measures you use to reach and persuade your prospects that you are the right company for them. It’s the message that prepares the prospect for your sales team. It consists of advertising, public relations, brand marketing, viral marketing, social media, trade shows, direct mail, and more.
The sales process consists of interpersonal interaction. It is often done by one-on-one meetings, cold/warm calls, and networking. It’s anything that engages you with the prospect or customer on a personal level rather than from a distance. While Marketing sends the message, Sales makes it personal.
Studies show that it takes up to eight contacts (phone calls, emails, meetings, etc.) to move a prospect to the close of the sale, and your marketing efforts begin this process. If your marketing is done effectively you can begin to move that prospect from a cold to a warm lead. When prospects hit the “warm” level, it’s much easier for your sales reps to close these sales. This is why Marketing and Sales must work together as a team, otherwise your sales process will fail.
About the author:
Russ Lombardo, President & Founder of PEAK Sales Consulting, is a nationally recognized Sales and CRM consultant, speaker, trainer, and author. Russ works with sales organizations and management who want to increase their sales results by acquiring new customers and retaining existing ones. As a speaker, Russ presents sales training seminars and customer retention workshops as well as keynote and conference speeches to dozens of audiences every year. He is the author of five books on Sales and CRM.