Marketing or Sales - Which is More Valuable?

It may come as a surprise to you but most great salespeople are terrible salespeople! I know that is confusing but it couldn't be more accurate. The one common thread that ties all great salespeople is the fact they are great marketers. If you are a great marketer you can be a lousy salesperson because great marketing makes you a great salesperson. You could have great "talent" for sales but if your marketing is off you will always fail.

It never fails to make me laugh when I hear from a salesperson that all they want to do is sell! It is a sign they haven't a clue how sales really works. This approach to selling is weak and has no chance for long term success. This approach to selling makes firms that provide pre-set appointments flourish. These salespeople will always constantly look for the next best way to lead generation and always be a sucker for a marketing scam.

Using an outsourcing marketing plan will cause nothing but long term grief and it makes the salesperson lazy and totally out of contact with how the marketing world works. If an agent concentrates on marketing and obtaining leads using a system then the sales become easy and natural. By concentrating on marketing first you become the manager of your own success and you will control your own destiny.

How do you learn to become a marketer? First, never use pre-set appointments or anything you do not have total and full control of. Options for obtaining leads are numerous and available with just a little work and investigation. Direct mail, seminars, referrals, the internet, radio and other media are just some of the available sources.

Once you select your marketing method, the one service you do outsource is the telemarketing. I fully believe and agent should see people and generate marketing leads. The telephone should be outsourced and be handled by someone who is trained to make the calls. Remember, the purpose of the phone call is to make an appointment and nothing else. Keep the telemarketer in their box and don't allow yourself to make any phone calls for the initial appointment. Pay the telemarketer by the hour or appointment and NEVER share any compensation with them, it show only weakness to your side of the equation. If a bonus is necessary, pay it as a bonus and make it on the small side. If a telemarketer could sell, they would.

The secret to successful selling is becoming a marketer. Marketing will always win and once you accept the fact that marketing is the key to long term success the sooner you will become a great salesperson.