What is the difference between Selling and Marketing?

What is the difference between Selling and Marketing?

Most of us know that marketing and selling are different, but when we go to networking meetings, does how we behave and our body language effect our presentations?

At a recent business breakfast event I noticed that some of the entrepreneurs and business owners were just not giving information and ideas away, but were encouraging us to buy from them.

I wonder if the same happens here, as at times I notice that the temptation is to bombast everyone who reads your articles, with sales missles, which are often persuasive attempts to attract your audience to your products, whereas a friend of mine Andrew Gruffudd BA suggests that it should be the marshmallows of knowledge, trust and liking.

I concur with Andrew that I am immediately turned off by the person who pushes his produce at me, suggesting that he has the best priced fantastic stuff this side of Mars and we all want them, and he agressively continues with his rant. In days gone by he was selling attraction marketing, and if you wanted to be attractive you had to mix with the fabulous purveyors of so-called successful businesses - I never swallowed that crap, but they still continued to sell, sell, sell it, even behind closed doors, encouraged no doubt by positive thinking, and built on the success philosphy had to get disciples on board, and life-time memberships, with the result that once in people could meet other people who actually thought that they were at the same level, and those in the room would later pay more.

Even if I needed this sales philosophy I had to buy it now, evan though I would consider going without it, even to miss a deal - so many people were involved that I had to go against a peer group to say no I do not want to deal.

It's a pity that they did not want to make a relationship with me and get to know me, and with that atmosphere of trust and knowledge, I may have easily said yes I'm in.

I think of the long term relationships that I built on Ecademy over years, even though at times I shot myself in the mouth, one of the greatest friends that I made was himself a blackstar, and without hesitation I was influenced by a group of people that I had met through networking to become their business partners, and them mine.

I met so many people and stubbornly changed, that even I could shake the hands of those who had misunderstood me, and become part of their businesses.

Mixing with so many people online as we do here, means in part that when we meet we recognise our differences, we put names to faces, swap business cards and then forget whose card fits whose face, and if your like me, you may have picked up thousands of cards, but not made all those important relationships, that could so easily have helped your business.

We need as Andrew suggests to strengthen bonds and build relationships, and  everybody's happy; there's no pressure and we can show ourselves to be trustworthy and likeable enough to do business with. That means taking part in discussions and, as far as possible without sounding annoying, asking them in the first place. It means being human and recognising humanity in others. On here, buy, buy, buy is no different from the Little Shop of Horrors triffid demanding "feed me". It becomes predator vs prey and, if everybody's selling, who's buying?

Of course we all have something to sell, and we all need to work at our respective businesses and get paid to eat.

I am going to ask you how do you meet the buyers, and how easy is it to become a buyer? If you become a buyer you will sell more - now that's the enigma - do you get it?

Real marketing isn't selling - it's making friends not enemies!

Marketing is about visibility, selling is about availability and in that paradigm of you using your profile wisely to market yourself, or are you hard selling your wares? Are you building your brand or losing it?

Are you making the most of your marketing opportunity  to attract people to read your profile?

It's too simple to piss people off and get a name for yourselves, it's much better to participate in discussions and to give, isn't it?

To out it simply - "Marketing is whatever you do to generate an enquiry" - Sales is what happens AFTER you receive the enquiry points out Brad Alexander.

Andrew suggests "Misunderstandings abound on the Internet - this is why face-to-face is always much better."

Are you making the most of one to one meetings and conversation with fellow bloggers here, and in other networks?

Lastly have you prepared a marketing plan?
 

Marcus Cauchi Sales Management Training

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Marketing is what selling used to be called before the Christians got involved!

Joking aside they are two sides of the same coin and if anything sales is a subset of marketing. Marketing's reasons for existing is to put profit on the bottom line. Everything else is gloss. Selling has nothing to do with making enemies either. Real selling is about helping the prospect to understand why they need help and if youa re the right person to help them, helping them to surrender the order.

I feel there is a lot of puff and bluster spoken and lots of energy wasted in trying to prive we are one or the other. In my experience people move into marketing because they see it as the cleaner end of selling without the grubby conversations about money and pressing the flesh of strangers who would see you lose your short rather than pay you. And sales sess marketing as an ivory tower, artsy cop-out. Both sides are wrong.

Marketing is THE BEST INVESTMENT on the planet. think about it. A good headline on AdWords at 5p a click through and £80,000 of business rocks up. That is a serious ROI that wipes gold off the map.

But unless you are taking money and going to the bank you are going to have hungry children, no roof and cardboard for covers.

Pushing, yelling "Look at me" and shoving your card or product down people's throats doesn't work because we are social animals and such behaviour is frowned on by the rest of us in the pack. We have to get to know and trust each other, pick fleas out of each other's coat, gossip and vanquish our shared foes.

Written communication requires a much more delicate touch because you don't have the immeidate responses or skin, breath, tone, facial expressions, body language, emphasis and only the pronted word and maybe some pictures. TYou can't convey as much intetional emtion because you rely on the reader having the emotions you were hoping he would. If you write in a happy tone and he reads it as an attack you are toast. OS I have a lot of respect for wordsmiths who can stay out of those minefields, who can break through the wall of noise I'm surrounded by. But both sales and marketing folk can do that with amazing skill. And face to face is only better if you are OK with people. I know plenty who have personalities made for the web!

3 comments

Rod Sloane