This post is an excerpt from my book 'Just Tell Me More'.
In a small business, you often wear both the sales and the marketing hats. What is the difference between sales and marketing? Marketing researches the opportunity, prepares the strategy, produces the tools to inform the prospect, and places the potential sale on the table. The salesperson works with marketing to confirm the opportunity, contribute to the strategy, use the tools to inform the prospect, and move the opportunity off the table and into the cash register.
It is important to maintain objectivity when marketing. Include others in as many stages of the process as possible. They may see something you don’t see or add ideas you haven’t considered. That way, mistakes can be minimized and opportunities can be maximized. Every day, new and exciting elements and challenges are being tossed into the marketing mix. There is no reason to be overwhelmed by all of these choices. Seek professional advice from marketing suppliers or go to seminars and workshops. There are many qualified marketing resources to guide you through this exciting jungle.