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Sell From Strength #136
"Marketing vs. Selling...
                             Identity vs. Tactics"

Some people tell me they've got it covered.  They do a lot of 'marketing' ...in the yellow pages, in trade magazines, and they're high-tech people ("our new website will be finished soon"). 

Some tell me that their business comes almost completely from referrals ... and they don't really 'need' a proactive new customer development plan.  In other words, they sit around and wait for business!   

Rarely do I hear about a coordinated plan for Marketing and Sales that brings in the right kind of qualified leads where the sales team can pick up seamlessly and maximize the percentage they take to closure.   

What's your answer?  How is your marketing plan, your sales plan and where do you draw the seamless transitional line? 

Translating your sales message into marketing 'bullets' and a clear brand idea doesn't just happen.  You need to understand who you are and clearly identify where your audience is.  That's just a small piece of Marketing

Then, your sales team must translate that message into a series of behaviors that get your people in front of the right prospects with the right process for selling

Every feature and benefit that comes from your product or service, and the reasons for dealing exclusively with your company was developed for a reason.  Separating this information into Marketing identity and Sales tactics must be part of a cohesive plan that totally delineates your target market.  Step back and look at who you are, what you do and who you can help.  Then, draw the line between image building and proactive sales behaviors.  Then, just do it! 

If your strength is Marketing, exploit it.  If you know how to Sell From Strength, do it.  But if you're weak in either area (and you know the difference) get help. 

Copyright March 2007 Sandler Sales Institute and TD Sales Enterprises, LLC

Dan Shanok
TD Sales Enterprises, LLC 
50 Mount Bethel Road
Warren, NJ 07059
908-822-1700
www.tdsales.sandler.com

copyright 2007TD Sales Enterprises, LLC all rights reserved
For more information on TD Sales Enterprises LLC, visit our website at www.tdsales.sandler.com to learn about our next confidence building seminar,
click on "No Guts No Gain"

   

CHARLOTTE PUERARI|
Assistant Vice President
Branch Manager

Highland Park Office:
301-303 Raritan Ave.
Highland Park, NJ 08904

Tel. (732) 296-8445
Fax (732) 296-8344


Web Site
: www.providentnj.com
E-Mail:
charlotte.puerari@providentnj.com

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SIDEBARLaughs

Those who grew-up in Morris County, NJ are probably familiar with the AT&T training facility in Chester that truly is a sght to see. The facility actually treats the logs used in making telephone poles with the preservative compound to make them weather and pest proof.  Now, imagine a field of these poles standing upright in unseen vats so that their tops are just a few feet above ground.  I remember being told by my folks that that was where telephone poles were born, and the little ones were "just babies that would grow up to be big and strong like their parents."

It was always a neat place to drive past with your kids to tell them of the "urban legend" about where telephone poles came from.

A good friend who grew up in the area told me about the time his now grown-up son was driving by the area and matter-of-factly explained to his girlfriend about the birthplace of  telephone poles and other myths which he actually believed "because his dad told him so."

You could imagine the look on that girl's face when she realized that her boyfriend was not kidding...he meant and believed every word of it. 

And if you don't believe it..go ask the Easter Bunny!.  :)
________________________

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