How Can You Sell More Products?

Tip: It’s all in your marketing!

Dear Fred & Lyna 

I am opening my first business, which will be to sell cabinets to local designers and the public. I am working with a consultant to put my business plan together and he is confusing me.  He keeps talking about marketing and then he says something about sales. I thought marketing and sales where the same thing. Can you help me with some clarification?

Fred: Many people use the terms selling and marketing interchangeably- but they are not the same.

Lyna:  This is common mistake made by many new as well and experienced business. 

Fred: Lets take a look at each of these in details. First- marketing is how you are going to generate leads and attract potential customers and clients.

Lyna: That's right, it also is part of your overall plan for advertising and getting your name and product or service out there.

Fred: Marketing helps us establish a long term relationship with a product. The more we keep something in the front of our minds, the more we check it out and even buy it. For example: when I say coffee whom do you think of?

Lyna: Starbucks definitely know how to get customers to stop and buy a cup of Joe.

Fred: Once you are successful at getting customers in your door, then you move on to sales. 

Lyna: Sales is basically getting the customer to reach the buying decision so he will purchase your product.

Fred: One goes with the other. You can’t have sales without marketing first and the reason you market is for sales.

Lyna:  Lets break it down even further. Marketing consists of of your advertising, public relations, branding your name and product or service.

Fred: Where sales are more personal and generally one on one. This would include networking, cold calling etc.

Lyna: It’s like baiting your hook and waiting for them to bite.

Fred: Your marketing success depends on what type of bait you use and how you bait the hook also.

Lyna. And once they bite you need to reel them in carefully so you don't loose them.

Fred: Then once you land them you have to be careful how you take them off the hook so they will come back another day.

Lyna:  Your marketing program is all about warming up your potential customers and getting them interested in finding out more.

Fred: I like that- warm up your customers  with marketing so it won’t be a cold call when you sell your product to them.

Lyna: Marketing is about making relationships with future clients successful. The more people get to know and trust you and your product, the more sales you’ll make.

Fred: You want to sell more products? Remember, it’s all in your marketing.