Marketing or Selling?

Which is more important?  Marketing or Selling?

Whenever I do a seminar, or when you look at the questions I receive from my subscribers, there most often is the question of what is more important, Selling or Marketing?

I receive statements such as, “I’ve been going to various seminars, reading many books, and as a result I’ve been collecting marketing ideas over the years.  I also have a stack of promising leads that I’ve accumulated over a period of time thru networking at my local Chamber of Commerce, Direct Mail, and Advertising.”

“I realize how important it is to continue networking, but then I create more and more leads.  How should I prioritize all of the leads and marketing ideas I’ve accumulated?”

Have you ever asked yourself this question?

If so, you might have lost sight of a very important truth.  The way to win in the marketing game is not to collect the most leads.  It’s to make the most sales.  Without sales, marketing is just another exercise.

Marketing that increases your number of sales is very good, and activities and things you do that don’t result in sales, aren’t good, even if they bring in plenty of leads. 

If you don’t follow up immediately on the leads you gather, you are just wasting your time and money.

The primary purpose of all marketing strategies like writing articles, networking, advertising, public speaking, etc., is to gain visibility and credibility.

Ask yourself this question. “Why do you want to be visible and credible?”

It’s not because you want people to know who you are and what you do.   It is so they will do business with you.

Use this rule.   Follow up on hot or even warm client leads immediately.  Customer leads are always more important than marketing for more visibility.  They result in profits.

When you have promising leads that could result in customers or clients that you aren’t contacting, then the follow-up stage is definitely stuck somewhere.  Gather your stack of leads and sort them into three categories.  Prospective clients, useful networking contacts, and others.

Then sort them into groups of Hot, Warm and Cold. Stop here and follow up with the Hot and Warm leads.

Action is the most important part of this exercise.  I see many individuals who sit on qualified leads and never turn them into sales. Don’t be one of them.


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2 Responses to “Marketing or Selling?”

  1. Al Rusca says:

    I agree with Ken that a lead is only a lead unless you act on it.
    I had always thought that marketing was simply a nice word for selling until I became a realtor.
    Now I find it’s all about the basics…time and money. I spend a considerable amount of money to market myself and find prospects. Once they are identified and qualified I need to take the time to convert them into clients. When they become clients my next task is to provide them with the information needed to buy or sell a property. If I perform properly a sale will be made and I will have created some money. A portion of which will be used for additional marketing….If you don’t act on those leads the cycle breaks down!

    [Reply]

  2. I agree with Ken…. I think the purpose of Marketing AND sales is to make the owner of the business wealthier. Helping others you care about, along the way, is great too. Peter Drucker said the only two things that matter (most) in business, are innovation and marketing. While I certainly respect Peter Drucker, I would add Sales/Salespersonship, Product/Service/Process Quality, and Customer Service/Exceeding Customer Expectations. Everything else supports these 5 crucial, and critical areas. I use Direct Response Marketing techniques myself, to create my sales funnel, and my sales letters are salespersonship/salesmanship in writing.
    Marketing is an investment, with the primary purpose or end goal of generating profitable sales revenue. At the end of the day, it’s about making, keeping, and investing money. Charles horn.

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