Back when I worked in the corporate world, our organization, like many, had a great, big invisible wall between marketing and sales.
The marketers crafted messages, thought about fonts and brand colors, produced beautiful brochures and websites, and figured out new ways to get people to know our company existed. The end result of this work and money were “leads” — folks who might buy our product.
The salespeople, a golden, confident team, took those leads and turned them into customers.
In the five years I was with that company, I never saw anyone in marketing mosey on over to the sales floor and ask them what we could do to make their jobs easier. We did our piece and they did theirs, and that’s how things were.
Officially, we were all part of the same happy family. There were meetings and initiatives. But unofficially, the marketing folks rarely made time to hang out with our selling cousins.
Which is, when you think about it, completely bizarre.
Marketing and selling are like salt and pepper. They just go together.
Treating marketing and sales like two different things puts the focus in the wrong place. It focuses on the company’s tasks, rather than on the customer’s journey.
Marketing and selling are just two different points on a person’s journey from stranger to customer. They’re different points, and the skills for one don’t always perfectly translate to the other.
But sales professionals get a lot more effective when they think like marketers — shaping and expanding their roles in customer experience.
And marketers get about a zillion times more effective when they think like sales professionals.
How selling should be more like marketing
The thing good marketers know is that not everyone should be saying Yes.
Marketing, when it’s done well, is an invitation to a party. And a party that absolutely everyone is invited to usually isn’t as much fun.
Traditional sales has often involved getting salespeople to hunt down and interrupt dozens or hundreds of probable “Nos” to find the one Yes. Which is brutal, painful work, and it can get people into bad habits.
For example, the habit of “refusing to take No for an answer.” The habit that makes some folks hate salespeople.
Because No is, in fact, an answer.
Now (before all my sales pro friends rush in to correct me), smart sales professionals already know this.
They don’t waste time or energy on people who aren’t particularly interested. They’re happy to get a No, because it means they can go out and put their time and energy into a Hell Yes.
And they know that it’s their job to create a positive experience for prospects who want to say Yes, but need to iron out a few details so they can move forward.
How marketing should be more like selling
I think this one is simpler.
If you want to market well, you need to get over your discomfort with selling.
A lot of folks go into marketing partly because they don’t feel confident about their “talent” for sales. (Yeah, that was me.)
And for those who run businesses, especially digital businesses, it’s easy to think that if your marketing is good enough, you’ll never have to come to terms with your selling phobia. (Also me.)
But in the digital world, the line gets a whole lot blurrier. What we call a “content marketing campaign” slides into “copywriting” when it’s time to persuade.
And the truth is, it’s really handy to be able to address a selling situation with confidence, like a webinar, a live presentation, or a face-to-face meeting with a potential client.
Selling is a set of skills, and like many other skills, it works better when you bring your own personality and individuality to it.
You don’t need the stereotypical “sales personality” to excel at selling. In fact, some of the most high-powered salespeople I know are remarkably quiet and introverted. They’re fantastic listeners — and listening is one of the most important skills a sales pro ever learns.
You can get better at this
For my sales professionals reading this — your life will become so much better when you see yourself as part of the larger customer experience, and see your role as a guide and a creative problem-solver for your prospects.
And for my marketers who might need some help with your selling skills — take a deep breath. Okay, take another one.
We have help. 🙂
No sales talent required
Our friend Tim Paige is here to help us out with a brand-new workshop on getting comfortable with selling … even if you totally lack “sales talent.”
You’ll learn comfortable, doable skills that will increase your confidence and your effectiveness.
And you’ll actually be able to sell your services, your courses, your ebooks, or anything else you might want to offer your customers or clients.
Your gorgeous content won’t do you any good if you don’t have the skills to sell your product or service when the time comes.
We originally had Tim scheduled for an earlier date but we needed to reschedule. The new date is Tuesday, June 26, at 12:00 Noon Eastern U.S. Time.
As a card-carrying sales wimp myself, I love Tim’s approach. It’s relaxed, it’s the opposite of “pushy,” and it’s all focused on simple things any of us can learn to do well.
And yes, I will absolutely be attending and taking a bunch of notes. 🙂
Here’s where you can get registered for free: June 26, 2018 Copyblogger Sales Workshop with Tim Paige