Leighton Ventures

Selling vs. Effective Marketing

Confusion on this issue will always exist. That’s why so many companies have marketing departments and sales departments.

The only reason you need both is because the marketing department is doing such a lousy job differentiating the business and products, the sales department has to hit the streets and do the educating for them. That’s why selling can be such a tough job.

Source: Duct Tape Marketing, John Jantsch

Au contraire to Neil Patel’s post Want to be successful? Learn how to sell!, I believe effective marketing is much more valuable to an individual and business’ success. Neil’s post outlines some of the characteristics of a great sales person. All of which I would consider short term success, besides customers become warn out from a sales person’s antics. You should simply just need closers.

Indeed sales are always being made and persistence does pay off, but launching, testing, monitoring, and tweaking effective marketing tactics is much more fruitful to companies and the sales are just the results from your marketing efforts. This includes all of the following benefits of an effective marketing program: product / service communication, good customer service, happy customers, empowered referral sources, and challenged employees.

Nowadays, companies should focus on precise marketing strategies and tactics to implement and test. Yes, that sounds obvious. However, there is no better time than now to start planting marketing seeds and capture market share.

If your marketing department isn’t clever and effective, don’t bring in sales people or business developers for a short term solution to drum up some business. Look to hire a more creative marketing person that can more effectively market your business, products, and services. Marketing can turn your pipeline into a never ending “closing machine”.

Infomercials do work. If you don’t believe me, watch the complete infomercial below with Vince for ShamWow! In 2 minutes you’ll be buying one of these, trust me.

Here are some quick marketing lessons:

• Demonstrate and re-demonstrate the value your product brings
• Solve a problem consumers are having (spills are a problem)
• Hire a great (not good) spokesperson; Vince is simply GREAT
• Make the offer enticing and for a limited time
• Purchasing your product must be easy

The ShamWow! is an excellent traditional television / infomercial marketing campaign. But, how does this translate to small businesses and aspiring entrepreneurs?

Take a look at the Slap Chop and how strategies and tactics from this online marketing campaign can be used to sell your products or services. Again, this product is being promoted by Vince the captivating spokesperson. Vince is very blunt and persuasive.

The Slap Chop webpage is an example of a good landing page for to convert searchers into buyers. Take a good look at the video, the offer, the fine print, and the warranty.