Sales vs. Marketing - Joined Together With A Common Mission

Sales and marketing are incredibly closely related and intertwined. There are grey areas when it comes to which one has which function in the business. There are a lot of different definitions when it comes to sales and the same lies true for marketing.

While being interviewed on a podcast last week for, I was asked the question, how do I define the difference between sales and marketing? I’ll get to what my thoughts are on that in a minute, but first let’s look at why I believe what I believe about sales and marketing. I’ve probably trained more selling technicians and done more ride alongs in the field than just about any other person in the service business over the last several years.

My effectiveness, relatability, and passion for helping companies grow profitability was one of the reasons I won the Tom McCart Consultant of the Year award at Comfortech last year. But, let’s be clear, this is not about me, this is all about you, your sales and marketing, and how you can get better results by maximizing each component.

Sales and Marketing must get married. That’s right, married! We all know the key factors that are present in a successful, passionate, and effective marriage. We also know the components that get lost over time as marriages become stagnant, predictable, and boring, and too often, ending in divorce. We want our sales and marketing departments to have a successful marriage where each party works hard to be the best they can be for their partner. By the way, even if you are a one person company and doing all the marketing and the sales, these two departments do exist independently.

As you may know we break our client relationship cycle into three units, something I learned from a friend, mentor, and master marketer, Joe Polish. The three units are the Before Unit, the During Unit, and the After Unit. The reality is that sales and marketing are woven through each of the three units.

Marketing is the sales process in the Before Unit. This is when we’re attempting to get someone to raise their hand, give us a chance, and let us get face to face with them. Sales is what takes place in the During Unit when we are face to face in a client’s home learning about their situation and making effective recommendations and options for them to choose how to do business with us. Marketing then shows up again in the After Unit when we utilize relationship building techniques to stay in front of the client who chose us over the hundreds, and sometimes thousands, of choices they have regarding our services.

Marketing and Sales are the true life blood to your business. You might think you are in the home service business of some kind. The actual reality is that you are in the marketing business first, then the sales business. Then, and only then, do you get to perform whatever service it is that your company provides.


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