Last week our conversation of the marketing funnel ended with the declaration that marketing ends at the sales page of your website. But what if you’re not a virtual company? This week we use George Deeb’s 2014 Forbes.com column Sales Vs. Marketing For Startups? Depends If You Are B2B Or B2C to discuss the difference between marketing and sales in brick and mortar businesses.
Deeb states that, “Marketing is typically media driven, where an advertisement or other communication is introducing your company to prospective customers,” and that “Sales is typically human driven, with a salesperson introducing your company to prospective customers.” Two important things Deeb also notes are that marketing is more prevalent in B2C businesses and sales is more prevalent in B2B businesses, while both marketing and sales are content driven.
Your construction business undoubtedly relies on a combination of marketing and sales to find leads. Yard signs, truck stickers, flyers, commercials, and social media are all common approaches that contractors use to reach a high volume of potential customers. Generally, these approaches consist of a static (non-changing) message that focus on communicating three things:
- Who the company is
- What the company does
- How the company is superior to it’s competitors
Cold calling, prospecting, networking, and other adaptable, human driven communication are all common approach that contractors use to narrowly appeal to one potential customer at a time.
So when should you market and when should you sell? Marketing is more effective when you want to reach a large number of people very quickly and those people are usually homeowners in the construction industry. Sales is more effective when you want to to personalize your approach for each potential customer, and these customers are usually other contractors, designers, architects, and engineers in the construction industry. More simply, you market to homeowners and you sell to your network. The one exception being that once you’ve completed a project for a homeowner you can choose to make them a part of your network and sell additional services to them.
Tell us how you differentiate between marketing and sales in your business in our online forums! Follow us on twitter for exclusive updates and good luck out there!