Marketing and sales are different.
Have you ever been talking to someone at a networking meeting and you feel they're being pushy? It's probably because that person doesn't know the difference between marketing and sales, and is jumping over steps in the process.
Often marketing and sales are lumped together and that's when everything can get out of whack and you wonder why someone isn't responding the way you'd hoped.
Here's my take on this.
Marketing and sales are two different processes that require two different skill sets.
There are areas of overlap. But to start you thinking in the right direction, here are my (maybe simplistic) definitions that give a broad framework.
Marketing is everything you do to gain visibility and credibility so that potential clients see you, hear you, like you and trust you. That's what they need to know BEFORE they're willing to talk to you in depth about what you do and how you can help. If it all works, then someone may raise a hand and say "tell me more".
Once they're at that point, and you're in your first free consultation or whatever you offer to help them take that next step, that's when the sales part kicks in.
The sales conversation then takes them through a very structured process to the point where they're paying you money to help them - or one of you realizes that it's not a fit for you to work together.
When you're so passionate about helping people, it's tempting to jump straight to the sales part. And that's a huge turn off for the people you're talking to. It can look as if you're pushing too hard and the person you're talking to probably won't even know why they feel pushed. I've had that experience more often that I care to and I know I've done this to people as well.
If you're willing to look at marketing and sales from this broader perspective and learn how to manage the whole process, marketing and sales take on a whole different flavor. They become more easily doable and - more importantly - you can align the process with who you are and how you want people to see you.
If this an area you stumble over and you'd like some help, get in touch. I'll be glad to help you get clear on how to handle both parts of this.
Copyright 2017 Maggie Dennison