Someone needs to shoot the person who came up with the ingenious idea to call sales executives at Nigerian banks “Marketers”.
Not literally though…
But, what the hell was he/she thinking?
That singular act might have changed the way the next generation of Nigerian entrepreneurs viewed marketing.
They either think marketing is about Facebook/Instagram or expect that the marketing team is driven by KPIs or incentives designed for the short term.
I am not saying marketing should be executed without a clear ROI!
But Marketing is not Sales, and even though in recent times,
Both teams are expected to work closely more often than not.
There is a clear difference between sales and marketing…
As clear as NIGHT & DAY.
Larry Kim , the CEO of MobileMonkey has this amazing infographic that explains the difference between sales and marketing.
I broke it down into text below…
Sales — I have a product which I need to move. My aim is to convince someone to buy it.
Marketing — I have a range of products and my aim is to ensure that it meets customer needs.
Sales — Price can often be my biggest stumbling block. Wherever I go, buyers tell me our prices are higher than the competition.
Marketing — My goal is to capture value, to understand what people want and what they will pay for. I want to ensure that we don’t leave money on the table.
Sales — Promotions which focus on the product and promise a discount are, in my opinion, the most effective.
Marketing — Promotions should resonate with the target audience, which includes anyone who has an influence on the buying decision.
Sales — Most of the time I like to speak to the buyer — the person who places the order. I am normally dealing one -to -one.
Marketing — My audience can be broad, including specifiers, buyers, influencers, and the user on the shop floor through to the people in the C-suite.
Sales — I am judged on weekly and monthly sales. I have to get the product out of the door quickly.
Marketing — I take a long-term view and am always thinking of where the business will be in a year or two.
Sales — I am the face of the company. When people think of the company, they think of me. I AM THE BRAND!
Marketing — I see the brand as a unique position for our company. If we can build such a position, it will be hard for competitors to take it away from us.
Sales — My strategy is to push the product out of the door. After all, that is my job; I am a salesperson.
Marketing — My strategy is to pull customers towards a company. I want to draw them in so that they are highly interested in us as a company and the products/services we supply.
Is the difference any clearer?
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