Marketing Success Does Not Guarantee Sales Success!

I have a marketing degree and I have, in one form or another, been in direct sales for almost 30 years, and firmly believe marketing is not sales. Marketing is lead generation. Sales is lead conversion.

Search Engine Optimization may drive people to your website, but it is your website’s sales ability that gets the customer. Social media networking may connect you with prospects, but it’s your sales ability that creates the business relationships. Telephone and email marketing may generate leads for your sales force, but it is their sales skills that close the deals.

You could be such a marketing guru that you generate so many prospects you spend most of your day quoting prices, however since you can’t deposit a proposal in your bank account, you still have to close sales to survive. On the other hand, you can be the best sales person in the world, but if you can’t get in the door, you’ll starve.

Sales and marketing are both important functions. In fact, you often can’t have one without the other. But make no mistake. They are two different functions, each with their own skill separate set, and if you are an entrepreneur running a small business, or have the word “sales” in your job title, chances are you need to be proficient at both.

If you are struggling, if you are not reaching your goals, or if you are not making the income you want, you have to ask yourself, “Do I need to be a better marketer or do I need to be a better sales person?” The answer lies in your numbers.

What is one customer or one sale worth to you and what are the marketing activities required to generate one? How many sales do I need to meet my objectives? Does it take 10 prospecting contacts to make a sale or does it take fifty? It doesn’t matter what the numbers are, as long as you know YOUR numbers!

To help you determine your numbers, download my webinar video, “How to Define Sales Success on Your Own Terms & Then Achieve It”. As one attendee wrote, “Another great webinar. This is my 2nd webinar with you and I am loving them.” Or to get started defining success on your own terms, download our “Goal Setting & Action Planning Worksheet” for free from the B2B Sales Connections Download Centre.

Chances are you do what you do for a living because you want the freedom and the opportunity to earn and live a better life.  Download my webinar video and I will show you how you can make that happen. Remember, as Yogi Berra once said, “If you don’t know where you are going, you’ll end up someplace else.” More motivational quotes here.

Aim Higher!

Susan A. Enns, B2B Sales Coach and Author of Action Plan For Sales Success
B2B Sales Connections

Can’t join us on February 24 for our live webinar? Check out our sales and sales management training webinar videos. They are available for instant download and viewing! Watch them as often as you like, whenever you find it convenient, and pause them anywhere to learn at your pace!

“I love the B2B Sales Connections website. It is an amazing resource for anyone involved in B2B selling.”

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