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Sales Marketing

The responsibility to communicate that information rests on the shoulders of the marketing and sales teams. Typically, marketing has a predominant role at the beginning of a potential sale. For example, a marketing team may develop a campaign to help spread awareness about a product launch. A sales team works to finalize a deal by communicating directly with leads and addressing their concerns.

Sales and Marketing Responsibilities

While sometimes grouped separately, sales and marketing functions overlap. Those businesses that recognize the critical areas of overlap may get more value out of their teams by combining efforts. After all, both sales and marketing have the same end goal: increasing sales.

Closing. Most salespersons are judged by their ability to turn leads into customers. While some may envision a face-to-face meeting and handshake as the close of a sale, many businesses also close sales online or over the phone. This can broaden the responsibilities of closing a sale to more employees.

Sale Responsibilities

Awareness. An effort to build awareness of a product or service is the first step in the sales process. A successful awareness-building effort may help a prospect recognize a brand or product name or may ensure a company makes the shortlist for purchasing consideration.

Engagement. Engagement efforts build on an initial awareness campaign to deepen a consumer’s connection to a company or product. Marketing materials aimed at engagement may be longer (e.g. a whitepaper or video) compared to a more superficial awareness piece (e.g. direct mailer or radio advertisement).

Sales Techniques

Limiting the opportunity. The idea of a “limited-time offer” is common in retail, but creating a sense of scarcity is a tactic used in many industries. A limited opportunity may be limited by time (e.g. an offer good for this month only) or availability (e.g. the last pickup on the lot). 

Focusing on pain points. An effective salesperson can frame the benefits of a product or service regarding the needs of a client. This means understanding the day-to-day challenges a client faces and focusing on how a product can solve those issues. An emphasis on pain points can also help build a relationship by showing a salesperson’s interest in a customer’s problem.