| Many people use "marketing" as a euphimism for selling. They really are two different things. Understanding the difference helps set appropriate expectations, which helps prevent frustration. Understanding the difference also helps you focus your efforts. Last, but not least, understanding the difference prevents behaviors that send prospects running the other direction. Since marketing usually happens before selling, the definition begins there. Marketing Marketing is whatever you do to gain your prospects' attention and regain your customers' attention. Marketing includes:
Selling is what happens once you and the prospect agree to examine the fit between what they want and need, and what you provide. You're not selling until that agreement is on the table! The most common errors people make are to assume the agreement is there, or fail to clearly ask for it. These errors create a cascade of problems. There are lots of tips that touch on preventing these problems. Definition-wise: Unless you and the prospect have agreed to explore the business fit, you're still marketing. Expectations-wise: That doesn't mean your efforts are wasted or the relationship-building is useless. It only means you should keep your expectations for new business in check for now. |