Marketing is not selling

Marketing is not sales.

Sales is an element of marketing. But if your marketing is done right, you should never need to make another sales call again. You’ll just be taking in orders and shipping product. Or you’ll just be accepting the jobs you want to do. No more scrambling for work. No more wondering how the bills for next month will be paid.

Marketing is not really selling at all. Marketing is the process of putting bait in the water to attract leads, and then putting your leads into a sifting and sorting system that will allow you to identify your most likely customers. You then keep putting yourself and your product in front of your most qualified leads until they want to buy. You give your leads great information in the form of newsletters and emails that will keep them interested, not heavy-handed sales pitches, but valuable free information all the time that they look forward to receiving. This, in summary, is how your transform yourself from being an annoying pest into a welcome guest in your prospect’s home. That’s marketing, not sales.

Yes, sales are the end result of all your marketing. Certainly you can’t make a penny until a sale is made. The sale is everything in business. The sale is the one and only goal of all business. But you are no longer a salesman. You are a marketer. And there’s a world of difference.

Good marketers are rich. Salesmen are almost all poor and struggling, like Willie Loman in Arthur Miller’s Death of a Salesman. Not a happy story. You don’t want to be Willie Loman. You want to be Bill Gates, Ross Perot or Donald Trump.

These men are marketers. These men don’t make sales calls. And neither should you. Even if you are in a sales position — say, selling cars or selling houses — never think of yourself as a salesman. The great salesmen are really marketers. They aren’t pounding the pavement and making cold calls. Marketing is working smart. Selling is working stupid.

Be a marketer, not a salesman. Study marketing. Live and breathe marketing. And your life will be so much more pleasant and lucrative. Marketing is your strategy. Marketing is your roadmap. Marketing is your system. Marketing is all that goes into laying the groundwork and establishing the preconditions that end in a sale.

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Happy Improved Marketing,

Ben Hart