I had the very good fortune to work with Adrienne when she consulted for our medical practice. She is razor-sharp, on top of her field, connected and pulls no punches. I learned a lot in a short amount of time and Adrienne was always willing to share knowledge in whatever level of detail necessary. 

Tom Murphy, IBMC

  

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REPOST: The Difference between Marketing and Selling

by in Business Marketing
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REPOST: The Difference between Marketing and Selling

One of my most prevalent ambitions is to help people understand the difference between marketing and selling, because there’s rampant confusion about these two disciplines; and marketing gets the bad rap.

Here are the seven formal marketing components.  Originally, there were only five (the old four Ps and a D); two were added, about 25 years ago.

Price – not the most important, but the component that gets mentioned first.  What’s the chance your pricing is in line with the perceived market value?  How well are you justifying your prices 

(“this includes . . .”)?

Place – not geographical place, but marketplace.  Here’s where you keep reading my words, “The more narrowly you define your markets, the more effectively you can target those markets.”  This is the trickiest of all the components.

Product/Service – how well are you describing the benefits of your products and services, answering those infamous radio call letters, WII-FM (what’s in it for me?)?

Advertising/Public Relations - one is expensive and risky (consistency is the key); the other offers editorial credibility.  Please note that Advertising, a mere one-half of one component, is where people go first, usually to considerable disappointment (“Let’s run an ad and see what happens.”).

Distribution – how do you distribute your products and services?  Online through e-commerce?  Direct mail?  Retail sales?  There are several options, and often businesses have more than one channel of distribution.

People – this is the first of the two newer components.  You can have the best equipment, truly unique products and/or services, the highest quality – without really great, well-trained, courteous people, however, you’re nowhere.

Positioning – how are you positioned, compared to your competition?  What sets you apart?  The landmark 1981 book on this topic, which invented the concept of positioning, is still very much in print and, to my way of thinking, one of the three best business books of the 20th century.  Positioning – the Battle for your Mind, by Al Ries and Jack Trout.

Well, you may ask, “Where’s selling?”  Aha!  Selling is not a marketing component.  In fact it’s the polar opposite of marketing.  Here’s how it works:  when you have your marketing ducks in a row, sales happen.  Marketing is the cause, and sales are the effect.

So, the next time you hear yourself or others around you saying, “We don’t have the money to market,” think again.  Marketing is the engine that drives your business.

 

Need some help with your Marketing Plan?  

Visit www.azobleassoc.com for information on our “Do-able Marketing Plan” workbook and “10-Minute Marketing Plan” program.  You may also visit Udemy.com to sign up for our session on “Easy Market Planning.”

And don’t forget to order our 2015 e-Schmoozing Calendar, just $17.95.  The Calendar will offer you 12 months of ideas of whom to invite for breakfast, lunch or coffee every week.  There’s a script that’s pertinent to one of each month’s schmoozing suggestions, to make those initial calls easier for you.  The Schmoozing Calendar is a terrific bargain and a great way to embark upon face-to-face, immediately effective marketing!

 

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.