"Marketing" And "Selling": Which Is More Important?

In my understanding, marketing means making products sell well. Specifically, marketing strategy (brand positioning, target customer selection, product line design, product pricing, etc.), marketing tactics (channel construction, new customer development strategy, advertising, etc.), marketing team formation (marketing team's organizational structure, recruitment, training, assessment, etc.).

Selling means selling products well. It includes: understanding customer needs, product introduction, transaction, receivables, customer introduction, customer service and so on.

For different enterprises, the importance of "marketing" and "sales" are different. Different bosses will also look at the importance of the two from different angles.

The author thinks, "marketing" is like "blossom", "sales" is like "results". It's hard to get results without flowers. No result, just blooming, useless. For small and medium enterprises, "marketing" and "sales" are very important.

However, many bosses tend to emphasize one and ignore the other, which forms a vicious circle: the more you emphasize, the worse your performance; the worse your performance, the more biased you are.

Although it is clear about the difference between marketing and sales, many bosses are still unable to realize that they are laying particular stress on one aspect. The following is a list of symptoms.

There are many bosses who focus on selling and marketing.

Often with a good product, a large number of recruiters are recruited, and then they want to sell the product in large quantities.

such Boss There is a puzzle: why do I have such a good product but I can't sell it? Why do I recruit so many salesmen, but I always fail to perform. The key reason is that such a boss has not yet done "marketing" and is thinking of selling well, not impossible, but too difficult.

In recent years, Chinese enterprises are very popular in learning and selling skills. The greatest in the world Salesman Jo Gilad is highly respected. Jo Gilad's idea of selling anyone to anyone at any time, anywhere, has deeply affected the vast number of Chinese enterprises.

It is good for us to learn Jo Gilad's sales spirit and sales skills, but at the same time learning sales, please do not forget the marketing. Jo Gilad's sales were well done, but also for one reason: the car he sold was Chevrolet, the largest brand of General Motors Group, and the marketing momentum of the brand was healthy.

In real marketing, the most popular topic among marketing people is "selling skills". The boss of large and small stores and the owners of various enterprises ask for the most advice from outside the company. There is no such awareness: since you are the boss, you should not only think about sales, but also think about marketing issues, such as how to create higher added value and so on.

In fact, Marketer The reason why "sales" and "marketing" are closely related to the experiences of many bosses is that most bosses sell their products. What they thought before was how to sell their products. After being a boss, their identity changed, but the way of thinking did not change. It can be said that the essence of these bosses has not changed, but it has become a big salesman from a small salesperson, and does not have the way of thinking of an operator at all.