Marketing 101:

The Difference Between
Marketing and Selling

Contrary to popular belief, Marketing and Selling are not the same. Of course, selling is an integral part of the process, but if it is the only part - your efforts will fail - miserably. It should resemble the process much like dating.

From introduction to first date

What would happen if a guy walked up to a stranger and asked, “Hey, will you go out with me?” She would:

• laugh
• run away
• tell you off
• ONLY if she were REALLY desperate or if your are REALLY cute would she accept the invitation

Most customers are not that desperate and don’t respond positively to such an in-your-face request. Yet, this is exactly how many businesses market their products and services. They ask for a commitment from their prospect - a sale - even before the first date.

Some prospects laugh it off and give the marketer another chance to connect with them in a reasonable manner. Most, however, will not be that patient.

Just think about how quickly you reach for the remote or radio button when the “Sunday! Sunday! Sunday!” commercials come on. From the first shouted word, you know they're trying to sell you something - so you click.

Marketing: The courtship begins

Remember - people hate to be played worse than they hate being sold to. Smart prospects will spot hollow promises and insincerity at the start and leave you holding the check. Others may take awhile to figure things out, but when they do - watch out. You know the old saying about a “woman scorned.” Well, your business can’t afford a customer scorned either. Those are the customers who will tell everyone they meet about their horrible experience. And remember, these tell-alls don’t just happen in real life - they are posted on the internet and can go viral in a flash.

So if you want your prospect to commit to your relationship - to say “I do” or “Sold,” your message better exude honesty, sincerity, and trust. This should be your mantra.

And how do you infuse these qualities into your marketing program?

You start by giving

What does a man do when he wants to introduce himself to woman he sees in a nightclub?

• Ask if he can sit in the empty seat next to her
• Ask her if he can buy her a drink
• Buy a drink and have the server take it over to her

All three scenarios trip an unconscious switch in the lady’s head. She’s on guard and knows what the guy is up to. But which technique works best?

• Ask if he can sit in the empty seat next to her - He starts out by asking something from her - to allow him to invade her personal space. When a girl’s defenses are up, her default setting is to say, “No.”
• Ask her if he can buy her a drink - He dangles a carrot in front of her. He’ll give it to her only if she first gives a positive response. She can easily say, “No, thank you.”
• Buy a drink and have the server take it over to her. When he sets up the meeting with a gift, he changes the dynamics. Her default “No” setting doesn’t initially apply. Her first words, though neutral, open the way for an interchange. “Thank You.” “You’re welcome.” It’s the start of a conversation, whereas the other scenarios may go no further.

Did you notice the difference? Only scenario three starts with a gift. There is no string attached. She’s not required to give anything in return. BUT she can’t just say no - that would be rude. She must open the door to a conversation, and within minutes, the giver qualifies or disqualifies her as a potential date. Meanwhile, the other two guys meet one road block after another - getting their egos bruised in the process.

Our third guy is more effective because he knows a little about human nature. He’s counting on the fact that most people have been raised to be polite. He knows about the Rule of Reciprocation - a gift sets off a “If you do me a favor, I owe you a favor” reaction.

Human nature is human nature

A person’s psychological triggers don’t change between their personal life and professional life. Smart marketers use them to their advantage. They pull one trigger after another, leading their target to a sale - the date.

A marketer’s gift may be a free report. Here on the Gulf Coast, some companies give away hurricane tracking charts with helpful emergency numbers and hints on how to stock an emergency kit. Other common gifts include: calendars, daytimers, pens, notepads - even free consultations. The list is only limited by a marketer’s imagination.

Before you get carried away - make sure it is useful to your prospect. You want them to consume it - to use it. And when the gift proves beneficial, it builds rapport which opens the way for the first sale or date.

So what happens after the first sale?

Once you and your prospect have determined that a relationship is worth building, it’s time to take things to the next level. This is where marketers make a second big mistake. They think that once they’ve made a sale they’re work is done. The buyer will receive a good product and will automatically return to them the next time they need similar products of services.

Truly, they’ve only created a one time sale. For most companies, 65% of business comes from repeat customers. So think twice - think sixty-five times - before choosing to not to cultivate those relationships through marketing.