December 12, 2016
By Susan J. Campbell, TMCnet Contributing Editor
Sales and marketing – it’s not uncommon to see these two very different activities lumped together into one company division. Too often the small business owner wants to know why the marketing he did last week didn’t result in new sales. What he often fails to recognize is that without the sales activities in place to leverage the marketing, movement doesn’t happen. Telemarketing software may be needed to bridge the gap.
Sales is not marketing and marketing is not sales. You can’t open a new store and expect that it will instantly fill up with customers ready to buy simply because you have a ready sales team. Likewise, you can’t make a round of cold calls for the day without something for prospects to vet, like a website, a product brochure or at the very least a LinkedIn (News - Alert) profile. As highlighted in a recent Adaptive Business Services post, there is a thin line between marketing and sales. If you don’t understand the difference, your business might be failing.
Much of the confusion in the small business is likely due to the fact that these functions are often multi-tasked due to limited resources. That leads to confusion on its own and, even if there was a separation at one point, the blurring of the line occurs over time. To drive the most success, it’s important to clarify the roles and integrate them appropriately into the small business. When the difference between sales and marketing is fully understood, the business can efficiently manage efforts to drive maximum results.
The role of the telemarketer relying on telemarketing software is to generate sales. The agent on the phone is targeting specific individuals who match the target audience. The agent then encourages the purchase. Marketing can help soften the sale in that the prospect becomes familiar with the brand, the product and the company. Therefore, when the agent makes the connection, the prospect is in a place where he or she is much more likely to buy.
Likewise, simply putting telemarketing software in place is not enough to drive activity, knowledge or a desire to make a purchase. When the marketing is done correctly, the agent can then target prospects very specifically, leveraging the telemarketing software to ensure they reach the right individual at the right time. Without one balancing the other, competitors will enter the market and ensure they fill the gap and dominate.
The best thing the small business can do is to understand the intricate roles that sales and marketing play on their own and how they support each other. Any other focus is hurting the potential of the business and creating opportunity for the competition.
Edited by Alicia Young