The Difference Between Sales and Marketing - Why It Matters

In this episode, Robert talks about the difference between marketing and sales. If you don’t understand the difference, it’s tough to do either one of them effectively.

Robert tells us about the “hook-story-close” concept, and the importance of breaking down beliefs in the marketing phase in order to get to the sales phase.

How do you do that? Robert elaborates on the three phases: getting their attention, storytelling, and selling. We also get to hear how he structures his stories, and how to handle resistance in the sales phase.

We learn that emotions play an important role in sales – even in B2B. Once the emotional component of the sale is completed, we need to back it up with logic to justify the sale – this is where many sales fall short. Robert gives some practical solutions to solve this.

You have to keep this process in mind because it’s the only way to keep the pain out of selling, make it more effective, and improve your close rate.

Highlights:

“If you don’t understand the difference between marketing and sales, it’s tough to do either one of them effectively.”“Marketing is really about changing beliefs and preparing people for the selling phase.”“Sales is just giving someone a reason to act now for changing their beliefs.”“When it comes to marketing, you can have great sales skills, and a great service, but if no one knows about it, you can’t sell them.”“The best salespeople are usually great storytellers.”“If you encounter resistance in the sales phase, all you need to do is go back into marketing mode.”There are two parts to a good sale: getting them to emotionally want your product, and backing it up with logic to justify their emotions