Here is a very simplified description of the difference between sales and marketing. Sales is the act of finding people who are ready to buy right now. Marketing is the act of uncovering people who eventually will be ready to buy.
Like I said very simplified. It might have been truer 20+ years ago, pre-Internet, but I think we’re seeing more morphing between the two. Regardless, marketers and salespeople still tend to make mistakes today because of heuristics built up long ago. What may have been accepted philosophy and practice way back when may not work today. And vice versa.
The vice versa is what I’m discussing this week’s UNCOPYABLE Business video. Find out what past mistake I’m referring to and ask yourself whether your company is getting it right today.
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I picked up on an idea from one of your earlier sessions about the value of sending mail. For the last 30 years we have sent about 500 expensive Nevada calendars each year. I do not make sales calls so the cost of these calendars is not a concern. They are primarily sent to past customers who have purchased hardware or testers that sell for between $500 and $100,000. your marketing advice made me realize that I can use some light adhesive to stick between 2 and 6 of a special reduced info technical data sheet to alternate photos on selected months that will not add any mailing cost but will provide semi-monthly paper ads to each customer depending on their past product purchases. Everyone loves these calendars so some unobtrusive adds when a month changes the simple page of technical data will continue to remind them of our products. I will send you one so you can see how we are doing this. Thank for you presentations you are the only person in my 54 years of business who has made marketing clear an meaningful. Most of our products happen to be “uncopyable” and my sales literature is being designed for our other products to also be uncopyable.