Understanding the Differences and Symbiotic Relationship between Marketing and Selling
The words ‘marketing’ and ‘selling’ are used frequently by almost all professionals and rightly so since both of them are critical to the success of a business. But do people really know the
differences between these two important business functions?
If you are a salesperson, a marketer, or a business owner, understanding the differences between marketing and selling is likely to help you a lot in your career. So, let’s discuss the differences and the symbiotic relationship that marketing and selling share.
Selling Begins with a Product or Service, Marketing Begins with the Customer
The purpose of marketing is to create an environment in which sales can operate. It uses a variety of techniques to find prospects or leads that sales can follow-up and nurture into customers. To
achieve this objective, marketing adopts a customer-oriented approach. It focuses on the needs, preferences and desires of the target customer. It identifies their problems, and presents a solution for it in the form of a product or service.
The purpose of selling is to help a prospective customer learn more about the product and its
specifications. People who are responsible for selling a product use product-oriented approach to
nurture leads into customers. They use cold calling, email marketing, and other techniques to
approach customers, answer objections, and often provide post-sales support as well.
Understanding the Symbiotic Relationship with Marketing and Selling
Selling and marketing are two different processes but they don’t work independently of each other. If you are an entrepreneur or a business owner, you must ensure that your marketing and sales functions are closely linked.
Marketing may develop plans that are not in line with ground realities that salespeople know the best. On the other hand, the sales department may not be aware of untapped markets that can be reached using multiple techniques.
In simpler words, neither function can perform without the other. To achieve success, it is important that your sales and marketing people act as two sides of the same coin. But how can you ensure this? Here are a few tips:
- Set a common objective for both departments — more customers, more sales, and more profits.
- Communication is critical. Set up regular meetings where marketing and sales people can share
their results with each other.
- Educate each team on what the other is doing and how it benefits the company.
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