I love marketing. I love creating. I love to design new marketing materials, ads, copy, etc. I don’t like to sell. I know that sounds crazy. How can you market without selling? Why even bother marketing if you don’t intend on selling it? Aren’t they kind of the same thing? Marketing and sales. They go together like peas and carrots. Yet somehow, people tend to spend tons of money and effort on marketing their brand and social media channels but don’t end up converting those people into sales. Why is that?
What is marketing?
Marketing is “the action or business of promoting and selling products or services, including market research and advertising.” (Google) You see that. It includes sales. So many people focus on the promotion act they forget about the sales part.
What is sales?
Sales is “the exchange of a commodity for money; the action of selling something.” (Google). This is what we’re really trying to get to with our marketing. This is the end result.
Changing the sales mindset
When you say salesman, I think of a 1950’s guy in coat and hat trying to sell encyclopedias in my living room. Now that has literally never happened to me and I’m sure it’s just something I saw in some movie a million years ago, but hey. That’s the first image that pops in my head. Then I start thinking about shady salesmen. You know the kind. The ones like in Elliot the dragon. They’re only interested in one thing. They want to make the sale. They’ll tell you anything you want to hear just to get you to sign on the dotted line. Heck they’ll sell you the Brooklyn Bridge if they think they can.
The fact is these types only really exist in movies. (Maybe I should stop watching movies). Yes, pushy salesmen exist. Yes, pyramid schemes exist. But that’s not my business. I’m in the business of helping people. So why am I so worried about being a salesman?
Helping not selling
This is not a new concept by the way. This is not like internet marketing where it’s a new thing. Belief in your product is the only way you can be a true seller. And if it’s a product you created like an online course or a book you wrote, you better believe in it. You have to believe that your product will help you no matter how small it is. I buy health foods because I believe they will keep my body healthy. I buy fun gifts like a Xbox for my husband because I believe he will enjoy it. I pay for things I believe have value. And so do your customers.
The only way to turn them from the promotion side to the sales side is to show them how your product helps them. Promoting the benefits and promoting what end result will be obtained from purchasing your product is what will sell it. You don’t need a pyramid scheme. I promise. All you need to do is believe in yourself, in your company, and in your products.