The Difference Between Marketing and Selling

Many people are confused about marketing versus selling. They're not actually the same thing. Marketing can best be described as getting the product to market, whereas selling involves actually closing the sale with a potential customer. Some people also refer to closing the sale as the "conversion," referring to the fact that the potential customer is converted into an actual customer.

Marketing then, involves a lot of preliminary work before the client ever becomes directly involved. This includes researching the market to identify who the target customers are and what they are looking for. It also involves identifying the best way to reach those potential customers based on their needs and desires. A good "marketing message" will draw potential customers in by addressing or meeting those needs and desires. This increases the chance that they will eventually purchase your product or service.

Marketing can be done offline or online via the Internet. Online offers some advantages because it is inexpensive or even free. By conducting a keyword search or using a search engine and some software, you can find out data that might otherwise cost you considerably to compile via other means. So this can be a very cost effective means of conducting research.

The Difference Between Marketing and Selling

There are some areas where marketing and sales intersect or overlap. One area is when you create the "pitch." Most people are familiar with the term "sales pitch," but the sales pitch is not about selling alone. It is also about the development and delivery of that marketing message so that consumers will receive it.

Effective marketing then also includes clear effective delivery of the "pitch" to consumers. This should be done through whatever means you use to communicate with your potential customers-including in print or media advertising or through point-of-purchase displays and other means. Your "pitch" or your message should be clear and professional and build trust.

Many sales people consider selling as a way of overcoming objections. If a consumer is considering the purchase of a product, they already desire the product, but chances are they have objections that stand between that desire and making the actual purchase. The research conducted during the marketing process should identify all the potential objections that might arise prior to a sale. It can also help address some of these concerns and objections up front. Then, you increase your odds of closing the actual sale.

Marketing then is a lot about numbers, research, and statistics. But that's not enough by itself. Marketing is also an art. It involves understanding human motivations, as well. Those motivations determine how, when, what, and why they buy.

Internet marketing-and in fact, all marketing-seems to be focused on numbers. You will often hear the media focusing on how many potential customers you can reach via a particular means of advertising or by sending emails, etc. But just because you expose your message to thousands or millions of people does not guarantee success.

You won't automatically get a particular percentage of people to purchase from you just because they hear about you. It's not that simple. Certain groups of people are going to be more inclined to purchase your product or service based on their specific motivations. So rather than just putting your message out there for everyone (and paying to do that), good marketing focuses on speaking to and being heard by the right demographic group that is more likely to purchase what you are selling.

Marketing - when done well - is pretty seamless. Compelling ad copy and attractive graphics make it seem easy. Effective marketing uses these tools to convey the appropriate message to the target market. When marketing is well done, products or services seem to almost sell themselves.

The Difference Between Marketing and Selling
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Download a copy of Quick Tips for Marketing Your Business Offline today, and by tomorrow, you'll have a much better understanding of how your online business can thrive offline.

Thanks for reading,

Kevin Sinclair
http://ksinclair.com/

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