Public Engagement - Why Sales and Marketing has changed forever

Sales and Marketing. Marketing and Sales. So close yet so different. The unique, sometimes contradictory principles of these two business disciplines are well documented.

There are many treatises on this eternal conflict, many here in these pages. People with very large brains spend too much time trying to figure out how to bridge the gap between the two is crucial, but often contradictory business disciplines.

But experts are simplyto perpetuate a legendary feud, a culture of conflict, which is not really relevant? I mean, without this theme, what would have written differently? They're like the dentist who is not far off the cavity, at least not all of them?

I for one believe that we can begin to bury the hatchet S & M and for all. For now, sales and marketing effectiveness are not that different. "Effective" is the key, of course. But in the current economic context, the gaphas always been between those who create the brand and what the product seems to close its thrust.

In fact, the essential qualities of a good marketing and sales reports good anything out of alignment. The immediate objectives of the exercise of their industries have been, and probably led to misunderstandings. But in the end, applied the same principle. And what were the real differences may have are fading fast, simply because both partiesThe debate now report a new leader, one who has never been so powerful, so important, so moody and ruthless - their target audience.

Audience member asks all the shots

In the past, we held sales and marketing experts, most cards. Marketers push information to the public by a relatively small number of communication channels - traditional broadcast, print, outdoor, direct mail, PR. Sales professionals have been pitching prospects, had few, if anyOptions. Of course there was always competition lurks in the shadows, but were relatively rare compared to today's competitive environment, where access to news, promises, offers and promotions virtually unlimited.

People are not as easy to talk more. The world is completely transparent to anyone who wants to look inside, and as a result of public demand greater accountability of all types of companies that do business with.

Today there are an infiniteOptions and endless ways to access it. The reality is that we can no longer say that our objectives, which can not feel them. Because someone else is right there waiting for the chance to watch exactly what they do.

Let's get engaged!

So what's the answer? How can you get the marketing and selling their respective target groups to say "yes"?

By including them.

"Commitment" is without doubt the word of the day the world of marketing. And while the termcan not be used as often in weekly sales meetings, the commitment has always been the goal of every good salesman.

Just what is engagement? While still seems to be a definitive definition as a starting point, a commitment to build meaningful relationships with the public (or prospects) is in their favor. The commitment is all about participation, enjoyment, relevance, relationships, customer orientation feel much more as we speak, then speak the language of our publicrather than our own.

All this seems obvious. But it is easier said than done in today's world of ever-shifting tastes, interests and communication / entertainment options. Both sales and marketing professionals have much to think about when they intend to engage effectively their goals. And everyone can learn a trick or two from others.

THREE ENGAGEMENT SKILLS marketing can learn from SALES

Dexterity. big seller has always been able to activate aDime. They know that the prospect of leading the dance, and if they succeed, they must be prepared to work with their partner, their subtle and sensitive move round and round and are quickly immersed. Many traders want to keep driving. You know what this commitment, but at the end of the day, still think they know better than the public what the public really wants. Learn from your colleagues in sales. Give the public what should be asked, even if it changesDay by day. You decide that you provide.

Immediacy. There are other long-term rates, at least not in the way in which they were again. Everything is "now", at this time. In fact, now it is already old news. Super sales professionals are always ready to move when the time was ripe - before a competitor beat them to the punch. Marketers have traditionally been more aware of their efforts - research, develop, refine your search again, research. Take the turn today and you will soon be a footnotecompany in the history books. Think of Wang word processor. "You snooze, you lose" is truer than ever.

More service. The truly great salespeople are never too proud. I am always willing to bend backwards to an important client - and hopefully enjoy a fleeting moment of customer loyalty. The successful sales pro is there if needed - at night, on weekends, early mornings, holidays. For that is exactly what the customer. Marketers have always been a little 'easier. Set the campaignin motion and watch the public to eat. Not anymore. Today, marketing's most successful public engagement, when and where the demand of the public - on the road, on three screens in their neighborhood, on vacation. Do not expect them to come to you more, they will not. It should be 'where they are and what you have!

THREE ENGAGEMENT sales skills can learn from marketing

Search. Marketers have always put much stock in always know their audience,spend millions to figure out who they are, how they think and most importantly, what they buy. Today it requires an effective sales approach as a curiosity. Learn everything you can about your prospects - married or single, golf or tennis, Starbucks and Dunkin 'Donuts, where they were born and where he went to school. And of course questions what they do in their careers and their lives. The more you know your audience, the better you can speak their language, andthe more attractive your business sales.

Think big. Master marketers have always focused on the "big idea", the outstanding performances mark his public values. They do not sell a decent product, they promise a solution. Similarly, "Solution Selling" is the rage these days, and for good reason. It works. Look for opportunities to solutions of large images for clients, ideally those that promote a long-term relationship. Do not make their life better today. Give them hope thattomorrow will be better for next year, next decade. Not with this sale, but with an understanding of their needs and an ongoing commitment to provide answers. This is a real commitment.

Strategy First. The programs are always the most effective marketing strategy on a carefully designed, in essence, that ensuring that the right message is delivered to the right audience in the right way to achieve the desired goal is based. The distribution has traditionally been a bit 'more complexHip-shooting. And while the "flexibility" is to benefit as a major outlet is listed marketing skills, a strategic approach is equally beneficial for sales professionals in a chaotic environment of the past today. Before you ever make the first call or the sending of developing the first e-mail, concrete and measurable targets, work, identify your ideal prospects to determine what is important to them and craft your proposal accordingly. Determine how they can work more effectively and only ifsuccessfully execute your strategy. Plan your sale, sell your plan.

All to be easier, I think. People could be brought to a desired result, even manipulated, if necessary. Today is the smart salespeople and marketing professionals that know they have done and those who are willing to follow. Ask what the public wants and how they want, and give it to them. Whether it's a brand or a product, message or service contract. Make sure it is all part of an immersive experience thatmeets and exceeds all expectations.

prosper, and relationships - Only the fast, flexible and fully to the needs and desires of our target groups involved happen.

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