Why Most Nigerian Small Business Owners Fail at Marketing?

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.

I mean.

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.

NOW…

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…

PRODUCT
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.

PRICE
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.

PROMOTION
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.

AUDIENCE
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.

TIME HORIZON
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.

BRAND REPUTATION
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.

STRATEGY
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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