What’s the difference between marketing and selling?

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I often get asked “what’s the difference between marketing and selling?” and potential clients often call asking if I can carry out sales calls and work on commission as they have seen that I specialise in marketing.  As you will see the two, although closely linked, are in fact very different processes, here I will explain why….

Selling and marketing are complex and complete books have been written on both so this is a very short explanation!

In a nutshell the marketing process is what takes place before you actually get to the buying process. For example you have seen on TV, in the paper or read on social media that Currys have a fabulous new television in store. This is part of the marketing process – it promotes the product or service. You decide to visit Currys where a sales person tells you all about the benefits of the television informing you through personal communications. You go to the checkout and purchase the TV – this is the selling process, the salesperson has persuaded you to actually buy it.

Marketing is about understanding your customer and anticipating their need and is well researched, identifying specific target audiences (i.e. the target audience for a business selling prams will include pregnant mothers and new parents). It provides strategic direction helping to attract that key customer to the business. The Chartered Institute of Marketing defines marketing as:

      “..the management process responsible for identifying, anticipating and satisfying
       customer requirements.”

Selling, on the other hand, involves a more tactical approach by finding prospects, persuading them to buy and keeping that customer happy.

As you can see there is a lot more to marketing than people think and it should be the driving force of any business. This includes having a marketing plan that dovetails with your overall business plan.

If you need help with your marketing or to write your plan then give me a call for a no obligation chat on 01303 647101 or email rachel@lighthouseva.co.uk

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