Marketing And Sales
Marketing Versus Sales
Ben Delaney © 2007
Marketing ands sales go together like a teenager and MySpace. But they are substantially different, and most organizations need both.
Sales has a bad reputation. At one nonprofit, which included in its mission providing consulting services to public organizations, I had a senior manager tell me directly, “We don’t do sales.” (That organization is now on a downward spiral.) Now, in your work in a nonprofit, you may also be thinking, “We don’t do sales.” But my friend, you are wrong.
- If you have a development team working to raise money for your organization, they are doing sales.
- If you have a program for which you recruit qualified people, you are doing sales.
- If you have a book or report that you are trying to get people to read – for free – you are doing sales.
- If you have an event for which you are trying to fill seats, you are doing sales.
- If you are recruiting people to sit on your board of directors, yes, you are doing sales.
Get the picture? Selling is nearly precisely equivalent to persuasion. You don’t have to ask for money to make a sale. (Remember when you “sold” your mate on the vacation you really wanted?) Sales occur when someone is providing value to you or your organization at your bequest. That value can be a donation, the most obvious “sale”, or it can be volunteering to help, or sending someone to meet with the Executive Director. When you are persuading people to work with your organization, or support it, or make use of its programs, you are making a sale.
Sales is not a dirty word. Everything you wear, everything you eat, everything you drive, virtually everything that surrounds you, was sold at one time.
Don’t be bothered that your organization has to make sales. Just be ethical and honest and the rest is easy to handle.
So back to the initial question, what is the difference between sales and marketing? The terms are often confused, but there are important and substantial differences.
Let me define what each of these essential activities is.
Marketing is:
- The inside part of the sales process
- The preparation to make a sale
- The communication function that drives sales
- The research that helps an organization know what to sell
- Deciding where, when, and whom to approach regarding your services and products
- The backup information needed to make a sale
- Working with a journalist on a story about your organization
- Publishing a newsletter
- Advertising to gain support
- The analysis of sales results
- Creating a great annual report
- Publicizing events
On the other hand, sales is:
- The outside part of the sales process
- Discussing a product or service face to face
- Structuring a deal
- Asking for business or support
- Negotiating the details of a transaction
- Asking a policymaker for help, or to support a position
- Following up with customers
- Looking for new customers
Like a horse and carriage, sales won’t go far without marketing. And likewise, marketing without sales is usually ineffective. In a nonprofit, the MarCom efforts provides a foundation for development work, program outreach, event management, and many other functions. While you may not think that convincing a policymaker to read your white paper is a sales function, I assure you that having a strong MarCom effort that has previously acquainted that policymaker with your organization will make your task much easier.
So remember. Those of us who work in the social services sector DO do sales. And we need a strong MarCom function to make our sales work more effective.
(This is one chapter of Ben’s book in progress on nonprofit marketing. find more at www.bendelaney.blogspot.com.)
About the Author
Ben Delaney is the CEO of ReliaTech, a nonprofit computer sales and service organization in the SF Bay Area. He has more than 30 years of high-tech marketing and business experience and has writen hundreds of pieces on a variety of topics.
|
|
Kyocera Ceramic Coffee Grinder $36.14 This ceramic coffee grinder features a ceramic grinding mechanism that will never alter the flavor of the grinds, resulting in fresh, flavorful, and pure coffee. The grinding mechanism is made from an advanced ceramic close in hardness to diamond that will never rust providing ultra long-life performance. The grind adjustment allows for fine to coarse grinds and the non-slip base ensures stability… |
|
|
Sodastream Jet Starter Kit The Soda Stream Home Soda Maker is a fun, cost effective and eco-friendly addition to any home and a must have item for soda lovers. The idea is simple. Making your own soda gives you ultimate flexibility in your flavoring options without having to buy, carry and store large quantities of cans or plastic bottles. Each bottle of Soda Stream flavoring syrup makes the equivalent of approximately 33 1… |
|
|
MaxiMatic EPB-1800 Elite Cuisine 300-Watt 17-Piece Personal Drink Blender, Black $23.25 Maxi Matic offers its EPB 1800 Personal Blender. It is great for people with active lifestyle or is always on the go. Its perfect for making healthy and delicious drinks such as smoothies, protein shakes, milk shakes and much more. It is so versatile it can also chop nuts, grate cheese, grind coffee, blend and mix drinks. It features quick and easy clean up and an easy press down and lock safety o… |
|
|
Herbie Hancock : Possibilities (DVD / CD) $1.49 A rare and true icon of modern music, Herbie Hancock continues to bring audiences new and inventive visions of music. In August 2005, the Possibilities album was released, featuring the collaborative talents of a legendary lineup of artists. The film, Herbie Hancock: Possibilities, showcases this musical project in development and design, as Herbie interacts with artists, such as Christina Aguiler… |
|
|
Sabrina Bryan: Byou – The Hot New Dance Workout $7.36 Studio: Sony Music Release Date: 01/17/2006 Run time: 93 minutes Rating: Nr… |
|
|
Michael Grimm Live $12.00 Michael Grimm Live is an exciting collection of covers and originals in a live performance by Michael Grimm and his band Delta Bound recorded in Las Vegas in June of 2007. Michael Grimm’s original music is best described as a passionate and delightful mix of Southern, Soulful, Rock, Blues, Country and Soul…. |
|
|
Six: The Mark Unleashed [VHS] $1.49 VHS TAPE… |
|
|
24 Techniques for Closing the Sale [VHS] $10.40 Learn the 24 best sales closing techniques ever discovered! Close on the first appointment Close early in the presentation Close over the phone Close at every stage of the conversation Close the lost sale Close faster, easier, better than you ever thought possible You will double your sales with this incredible, best-selling video training program – guaranteed! Many salespeople spend a lot… |
|
|
King Richard 43, Tribute to an American Legend – Richard Petty $2.71 KING RICHARD” 43 TRIBUTE TO AN AMERICAN LEGEND – VHS TAPE FEATURING “THE FANS” BY ALABAMA 1992 – SPORTS MARKETING ENTERPIRSES 30 MINUTES (ALSO INCLUDES A STICKER 1992 FAN APPRECIATION TOUR – 43 – RICHARD PETTY) “200 WINS. 7 NASCAR WINSTON CUP CHAMPTIONSHIPS. 7 DAYTONA 500 WINS. RICHARD PETTY IS THE KING. NOW TO CELEBRATE HIS REIGN AND HIS RETIREMENT THIS VIDEO TAKES YOU INSIDE THE MAN BEHIND … |
|
|
Dremel 932 Aluminium Oxide Grinding Stone $0.01 Dremel 3/8″ x 1/2″ Grinder, 1/8″ Shank Ideal for sharpening, deburring and general purpose grinding on most materialsincluding stainless steel. Specially designed for working with flat and slotted surfaces…. |
