"Sales" is getting and writing the orders. When sales come to mind many ‘experts’ often think of a salesperson that is motivated by the thrill of closing a deal and the consequent cash bonus. Selling a newspaper, a coffee, a tie, a bottle of wine, an orange or a medicine are still the art of transferring goods to or rendering services for another in exchange of money.

While Marketing creates the atmosphere to make it easy for sales to happen, the sales process consists of interpersonal interaction. It's anything really that engages you with the prospective client or customer on a personal level.  A one-on-one meeting, cold calls and networking. Even when we are selling via the internet the more a transaction feels “personal” the more we are likely to succeed as a business.

With the marketing strategy we would look at your product(s) to aim at the right consumers in the Mass Market, Mid-Market or High End. Some of the strategies might include:

  1. Discovering what product, service or idea customers want.
  2. Producing a product with the appropriate features and quality.
  3. Pricing the product correctly.
  4. Promoting the product; spreading the word about why customers should buy it.
  5. Selling and delivering the product into the hands of the customer.

Selling is the act of persuading or influencing a customer to buy, actually exchange something of value for a product or service. Prospects can be divided into categories of Cold, Warm and Hot customers/clients/leads.

  • Cold Strategy - Sending out a direct mailing or offering a special promotion
  • Warm Strategy – Offering loyalty cards, sending out a personal letter, carrying out follow-up calls or schedule a special seminar, event or training session to get all of your warm leads (prospects) together.
  • Hot Strategy - Targeting prospects, shopping behaviour, relationship history, or  developing a program that will deliver measurable, trackable results. Many look at CRM these days forgetting that reinventing the wheel may bring about even better solutions (consider Steve Jobs and Apple).

Using all three strategies for your product in a diffusive approach is likely to confuse your consumers resulting in your business straggling or even going broke.

By strategically combining Marketing and Sales efforts, it is feasible to experience a successful amount of business growth. Without good sales techniques and strategies the business closing rate may become depressing. It may take multiple contacts using both sales and marketing to move the prospect from one level to the next. The sales process is everything that one does to close the sale/the deal and get a signed agreement or contract. That is why it is import to develop a process that combines both sales and marketing skills. This will enable to reach targets at all levels (Mass Market, Mid-Market or High End) - Cold, Warm or Hot. It's all about balance.

Selling can be the ability to help the customer determine if they want the product, or a variation of it. In the sales approach, not much time is spent learning what the customer's ideal product would be. At the heart of the sales concept is the desire to sell a product that the business has in stock, can easily and profitably source or can be made as quickly as possible to fulfil sales/volume objectives.

To increase sales, to pursue higher profits, any business/businessman will seek out partnerships with those that possess the talents needed to improve sales and turnover.  A partnership could be subcontracting or hiring someone with talent.

“In a fiercely competitive world, the survivors and winners are those that recognize their special strengths and adapt; but, equally, also acknowledge the importance of partnership and alliance to their success, aware that one alone cannot expect to have the expertise and resources to solve every problem, grasp every opportunity, and meet every challenge” (Swisslink Watch Corporation)