In bright, bold lettering the huge sign out front read “Men’s suits, 50% Off!” Potential customers formed a line that snaked the parking lot. But once they got inside, the majority walked away disappointed. You see, the promotion was for the “big and tall men” department, and the average guy in line was, well, average. The marketing tool created a great deal of interest yet failed to increase sales.
The question of whether marketing has a positive impact on sales is often debated when people don’t understand the differences between the two.
Effective marketing is the calculated presentation of a message. It’s branding, public relations and advertising by professionals who know a company, the market and the current clientele and whose job is to lure more real customers. It’s introduction and seduction.
Sales takes those qualified leads attracted by marketing campaigns and generates revenue by turning them into loyal, regular customers. It’s closing the deal.
Marketing and sales are integral to business, but seldom does one area fully comprehend the other’s function, challenges and expectations. They are distinct and require different skill sets and managers to keep each productive.
Because it isn’t just about lining people up at your door. The value of long-term, strategic marketing lies in ultimately reducing the cost of sales (and thus increasing profit) by bringing more of the right people to your door.
