Small Business Solutions

FutureVisions^SM

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Selling without marketing can be inefficient. Marketing without selling can be disastrous.  I used to think that marketing and selling basically are the same thing.

Nobody told me that the best marketing in the world doesn't mean a thing if you don't know how to sell. Marketing is figuring out who your clients and prospects are and how to get their business. Selling is what you do once you've established contact with clients or prospects.

I was at a seminar for entrepreneurs sponsored by one of the big copy machine companies. I happened to need a new copier and was very impressed by the sponsor's presentation. They had a row of machines lined up and numerous people demonstrating each machine's capabilities. I asked one of these people for help, but he said he was from the color division and suggested I come back later to meet with the salesperson from the black-and-white division. I came back and found the right guy, but he said he couldn't quote any prices and suggested I contact a local salesperson.

When I returned to my office, I called the local outfit. They sent a salesperson out to make a presentation. His presenta­tion was mediocre at best. I never bought a copier from that company. I was in the mood to buy and had my charge card ready at the seminar, but they blew it.

I see this happen all the time. Companies sink small fortunes into elaborate trade show displays, gorgeous brochures, and mass mailings, then fail to follow up with a hot prospect. Sometimes they go as far as sending out some lame salesperson who doesn't know how to give a presentation or close a sale. These companies have the marketing down, but not the selling.

Some companies, on the other hand, are better at selling than marketing. It's an inefficient way to do business. It's time consuming to educate potential clients who never have heard of you or your company. You also can waste a lot of time going after the wrong clients if you fail to do your marketing homework and don't know who your best prospects are.

 For the free top tips for small service-businesses, send an email to bs@futurevisions.org with  "free MWS top tips for small service-businesses" in the subject and nothing in the body of the email.