Are Sales And Marketing One And The Same?
The idea and myth that sales and marketing are one and the same, and that marketing is solely about sales has been perpetuated for decades. Sales and marketing are two distinct but interconnected concepts in the world of business.
Whilst sales refers to the process of persuading potential customers to purchase a product or service, marketing involves a broader set of activities that are aimed at creating value for customers, building brand recognition, and establishing long-term relationships with them.
Marketing encompasses everything from market research, product development, to advertising, public relations, and customer service. It is not solely about sales because it seeks to understand and address the needs and desires of customers in a holistic manner.
Marketing is about creating value for the customer
With consistent efforts, marketing creates a positive image and reputation for a company, which can lead to more sales over time. In essence, sales is just one aspect of marketing, and without a strong marketing strategy, making sales can become increasingly difficult.
As Seth Godin says, “Marketing is no longer about the stuff that you make, but the stories you tell.” In today’s world, marketing has evolved beyond just creating and promoting products. With the rise of social media, marketing is more about building a relationship with your customers than ever before, creating a brand that resonates with them. It’s about understanding their needs, wants, and desires, and tailoring your products and services to meet those needs.
If you’re too focused on the hard sell, your marketing may be a little lacklustre or make your customer disengage. Think about if you’re really connecting to the core emotions your customer desires to feel and the problems they want solving. You could be missing out on the opportunity to build a connection with your customers and create long-term loyalty.
Sales and Marketing Success
If you think about brands that you’re loyal to, what makes you choose one brand over another? Emotional connection. Your favourite brands take you on a journey where your wants, desires and needs are met, and you believe in the positive impact their service or product has on your life.
Maybe for you it’s because they align with your values, or consistently deliver high-quality products that improve your life and you can’t stop raving about! Or, maybe it’s because of their exceptional customer service that stands out compared to their competitors, or a unique and engaging brand voice you can’t help but gravitate towards.
Whatever the reason, it’s clear that successful marketing goes beyond just selling a product or service. One of the best examples of this? Apple. Of course Apple sells products, exceptional ones too, but their marketing is about so much more than that.
Apple’s marketing focuses on their brand identity and the lifestyle that their products can provide. When you think of Apple, you think, sleek and sophisticated, from their ads to their website. And that’s before you even get to the products! By emphasising to customers how their products can make life easier and more enjoyable, they have won a loyal following of customers who not only buy Apple products, but also identify with the brand and lifestyle they represent.
Airbnb is another great example of this, a community-driven platform that emphasises the importance of meaningful travel experiences. By connecting travellers with locals, Airbnb provides a platform for people to experience new cultures, making meaningful connections and creating unforgettable memories.
In doing so, the brand has redefined the way people travel by putting the focus on the people and the community, rather than just the destination. It’s a brand that understands that travel is about so much more than just ticking off a bucket list - it’s about connecting with the world around us.
Sell Feelings, Not Features
How you elicit emotion and create value for your customer will be unique to your business, but here are a few ideas:
Creating engaging and informative content that's super helpful to solving your customer’s problems or learning something new.
Offering exceptional, second-to-none customer service, guidance and support.
Aligning your brand with a cause or issue that your customers care about.
Ultimately, the key is to focus more on your customers and their needs, rather than your own products or services. Of course, it’s good to talk about your products and services, but how can you talk about them in a way that shows how they will fulfil your customers wants and needs? How can you be innovative and make interacting with your brand on every level a memorable and unique experience?
By thinking about this and defining how you’re going to best serve your customers, you’ll create a loyal following, as well as a strong and meaningful brand that resonates with people on a deeper level! Don’t forget to check out our blog, ‘are you setting marketing goals?’ to help you on your way to creating a strong and meaningful brand.
