The Difference Between Sales and Marketing - Why It Matters

<p>In this episode, Robert talks about the difference between marketing and sales. If you don’t understand the difference, it’s tough to do either one of them effectively.</p><p>Robert tells us about the “hook-story-close” concept, and the importance of breaking down beliefs in the marketing phase in order to get to the sales phase.</p><p>How do you do that? Robert elaborates on the three phases: getting their attention, storytelling, and selling. We also get to hear how he structures his stories, and how to handle resistance in the sales phase.</p><p>We learn that emotions play an important role in sales – even in B2B. Once the emotional component of the sale is completed, we need to back it up with logic to justify the sale – this is where many sales fall short. Robert gives some practical solutions to solve this.</p><p>You have to keep this process in mind because it’s the only way to keep the pain out of selling, make it more effective, and improve your close rate.</p><p><strong>Highlights:</strong></p><ul><li>“If you don’t understand the difference between marketing and sales, it’s tough to do either one of them effectively.”</li><li>“Marketing is really about changing beliefs and preparing people for the selling phase.”</li><li>“Sales is just giving someone a reason to act now for changing their beliefs.”</li><li>“When it comes to marketing, you can have great sales skills, and a great service, but if no one knows about it, you can’t sell them.”</li><li>“The best salespeople are usually great storytellers.”</li><li>“If you encounter resistance in the sales phase, all you need to do is go back into marketing mode.”</li><li>There are two parts to a good sale: getting them to emotionally want your product, and backing it up with logic to justify their emotions</li></ul>