Sales & Marketing

What do we really mean when we use the term "marketing?" Is it advertising? Is it sales? Is it pricing? Is it distribution? Is it packaging? Is it service? Is it the products? Every business person has a different definition of marketing.

The correct answer is YES to all the above! However, let me offer you a simple definition of sales and marketing.

Over the years I have coined a phrase that I often use when describing the difference between sales and marketing. I think it adequately describes the differences between the two.

"Marketing is putting butts (customers) in the seats."

"Sales is the art of turning the persons occupying those seats into customers."

Marketing can be further defined as the total system of all business activities designed to satisfy the customer's wants and needs at a profit. Once a business has an understanding of their potential customer, the effective use of market planning increases the chances

Marketing also refers to the ongoing positioning of your company. A strong market position means power, which in turn means profitability. From products and services to communication between your company and customers, your market position counts.

Before you think of opening the doors make sure you have a plan to develop your distribution network (get your customers) and a properly defined market for the business. The most successful companies are those that understand these facts, and are developing new, or revamping their existing, marketing plans to emphasize three points:

At its most basic level, a marketing plan defines a business's niche, summarizes its objectives, and presents its strategies for attaining and monitoring those goals. It's a road map for getting from point A to point B.

But road maps need constant updating to reflect the addition of new routes. Likewise, in a decade in which technology, international relations, and the competitive landscape are constantly changing, the concept of a static marketing plan has to be reassessed.

Two of the hottest buzz words for the 21st Century are "interactive" and "integrated." A successful marketing plan has to be both.

"Interactive" means your marketing plan should be a conversation between your business and your customers. It is your chance to tell customers about your business and to list and act to their responses.

"Integrated" means the message in your marketing is consistently reinforced by every department within your company. Marketing can then be said to be as much a function of the finance and manufacturing division as it is the advertising and public relations departments.

Integrated also means each time a company reaches out to its customers through an advertisement, direct mailing, or promotion, it is sending the same message and encouraging customers to learn more about the product.

The interaction between a company and its customers is a relationship. Relationships can be reproduced by knowing what made the first relationship work and using that as a model. Poor relationships can be repaired, that is where the "interactive", and a good marketing plan, comes into play.

Think of your business as a suitor, your customers as the object of your affection, and your competitors as rivals. A marketing plan is your strategy for wooing customers. It's based on listening and reacting to what they say.

Because customer's priorities are constantly changing, a marketing plan should change with them. For years, conventional wisdom was 'prepare a five year marketing plan and review it every year.' But change happens a lot faster than it did 20 or even 10 years ago.

Once a business has an understanding of his potential customer, using market planning increases the chances for success.

DEVELOPING THE PLAN:

Writing a marketing plan can be confusing and discouraging the first time. Many people, once they invest their time developing the plan, continue their frustration because it sits on the shelf gathering dust. Writing an effective marketing plan is a process, predictable and repeatable. It begins with fact finding and ends with implementation.

Developing a marketing plan requires considerable insight and information about one's business.

A marketing plan should be developed using a few basic steps. By putting the plan on paper you can visualize, communicate, review and adjust it. Writing it out will increase your commitment level.

Theaters don't sell movies -- they are in the entertainment business. The airlines are in the business of selling seats. Know what you are selling and market it so that your customers know your products.

v Look at the environmental forces such as technology, social and economic factors.

v Analyze location -- if this is a factor. In retail business the three keys to success are:

The rule is to spend money to produce results and accomplish your objectives. Everyone will be after your marketing dollar. Learn to say "no" quickly, and spend money on promotions only if they work. Keep your ego out of this decision.

You cannot be all things to all people. Find out the characteristics of your market segment and learn how to communicate with them successfully. Choose a segment that you can serve.

You must establish priorities. How can you best spend your budget allocation? What methods worked in the past? What media are the competitors using? Write down a game plan with contingency plans. Analyze the strategy carefully before you continue.

Advertising must be repetitive to be effective. Once or twice is not enough with any promotion. You can't blow up a bridge with a firecracker. You might make a little noise; but, you won't get the job done.

implementing the plan:

Small business has the advantage of being more flexible than big business. The small business can quickly adjust to local market conditions. You must be consistent; but, your plan should not be so etched in stone you can't adapt to a changing market.

2. Examine all media alternatives carefully. Don't spend large sums of money on newspaper or radio without testing the market.

4. Low-cost ads that involve discounting or couponing can be traced for effectiveness.

5. Handle each customer like they were the most important person alive. Convey that attitude to your employees, by example.

6. Build a reputation for excellence and concern. Word of mouth is the most valuable, effective form of promotion.

7. Consider direct mail. This method can target a select audience and deliver a direct message. Make sure you have an effective list.

9. Develop a theme and stay with it. Don't confuse your customer. Develop a logo and name identification. Keep it simple, consistent with your business theme.

look for feedback:

Analyze and constructively improve your marketing methods. The market never stabilizes for long as competition always will threaten your strength.

Deliver to the customer's satisfaction; but, do it at a profit. Concentrate your marketing behavior on non-price variables. That is not to say that price is not the problem. Simply understand the market. It is tough to have a quality image and also the lowest price.

Learn how to feature/benefit your product. That will create enough value to support your price. Remember the key phrase -- If it is of no value it is of no worth!

Finally, don't "reinvent the wheel." If certain marketing works -- then stick with it.

Don't be so creative that your customers are confused. Convert customer feedback into knowledge.

YOU MUST DO THINGS DIFFERENT:

This document is full of information � however, only you, our business client can convert this into knowledge. And in today's downward spiraling market you must look at new ways to generate business.

When your competitors have the same products, operate in the same markets, calling on the same customers � you need to unleash your organization's creativity.

However, there are consequences for unleashing creativity. The old established order will be challenged and "that is the way we always do it" will go out the window. But, in return you can expect dramatic business results � the kind of results that are necessary, not optional, if your organization is determined to meet your goals and objectives and to be a leader.

Creative thinking is a whole brain process, not limited to a select few, but open to all. Solving problems and making strategic, big picture decisions require that individuals have the information of past successes and experiences. But information is static and does little to cause change.

Required today is knowledge to identify options and technological tools and, through creativity, link them to the issues, trends and challenges facing businesses, teams and individuals. Every single employee can become a creative thinker, can use the immense power of the human mind, and can act as an innovative entrepreneur providing a competitive edge for any organization.

In a poor market it is tough to spend dollars that are precious on advertising and marketing. However, this is the time when you need to communicate with your existing and potential customers. You are looked upon by your customers as the expert! Your distribution network looks to you to help them in these tough times. They want you to come up with ideas and programs to help them to generate sales.

If in this tough market you are playing the turtle and pulling your head into your shell � you risk losing even more. You open your distribution base for recruitment by another more aggressive manufacturer.

Put together a program that will allow you to get maximum return on your marketing dollars. At the same time make sure your sales team know how to sell in a down market. This is the time to identify your order takers from the professional sales person. You need people on your team who know how to make things happen.



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