Sales和Marketing的差別

你知道sales和marketing的差別嗎？讓我們稍微思考一下這個問題。缺少了marketing, 你就會少掉許多潛在客戶可以跟進挖掘他們的購買機會。缺少了sales技巧和策略，你的結案成交率會讓你很失望。Marketing和Sales應該一起協作，但是在大多數公司，它們被區分在不同部門，並且彼此很少交談。

如果我們看工作細節，marketing是做任何可以傳遞與說服潛在客戶的工作，而sales是做任何可以結案成交，獲得客戶簽訂合約的工作。

兩者都是商業要成功的必須工作。你不能缺少其中之一。如果你能夠有策略地將兩者都做好，你可以經歷到業績的大幅成長。然而，同樣地道理，如果兩者的工作不平衡發展，或是部門之間不溝通，就會傷害到業績的成長。

你的marketing策略應該可以讓你評估可以觸及的人數，並且傳遞與說服他們你的公司就是他們所需要的。你提供給他們的信息要能夠說服他們願意考慮向妳的公司購買。這些marketing作法可以包含廣告、公關、社交媒體、關係行銷、品牌行銷、病毒行銷，與直接郵件等。

Sales工作主要是人際互動。通常是以1對1的會談，電話拜訪，與社交媒體等方式進行的。這包含任何能夠讓你與潛在客戶或既有客戶進行在個人層次上的接觸。多數的情形下，是經由marketing的功夫，將這些潛在客戶吸引過來的。

如果marketing的工作做得好，就能夠將冷客戶（cold lead）的狀態轉化為溫客戶（warm lead）狀態。

當潛在客戶被提升到“溫”狀態層次，就可以讓銷售人員比較容易結案成交。

Sales和Marketing的整合

我們通常會同時採用sales和marketing的功夫將客戶從一個層次提升到另一個層次。所以，將兩者整合起來是很重要的。如此，可以將潛在客戶導引到涵蓋冷（cold）、溫（warm）、熱（hot）三個層次平衡地覆蓋。

確保你整合了marketing與sales, 他們是不可區隔的。如果他們分佈在不同部門，要確保他們之間作有效的溝通交流。你可以試著將客戶名單區分為冷、溫、熱三群。然後召集兩個部門人員，針對每類客戶族群討論出應對策略。

例如，你可以這樣做：

• 冷客戶策略：發直接郵件，或是提供促銷活動。
• 溫客戶策略：試著做跟進動作，例如發銷售郵件，約客戶見面拜訪，或邀請客戶參加新產品發表會、商品試用與體驗調查等活動。
• 熱客戶策略：準備解決客戶任何疑惑，做簡報、提出解決方案，預備結案成交。

關鍵在於達成協作與平衡發展

另外一個選擇是你和擁有你所缺乏的技能的某人成為夥伴。如果你強于marketing而弱于sales,或是你強於sales而弱于marketing，去發現可以補足你弱點的高手，和他建立合作關係。你可以外包工作給他，或是向他承攬工作，或是聘用他，或是受僱于他。記住，sales和marketing工作必須協作，并建立平衡發展關係!

Differences between Sales and Marketing

Do you know the difference between sales and marketing? Let's think about it a little. Without marketing, you will lose many potential customers who can follow up and tap their buying opportunities. Without sales skills and strategies, your closing rate will disappoint you. Marketing and Sales should work together, but in most companies, they are separated into different departments and rarely talk to each other.

If we look at the details of the work, marketing is doing anything that can deliver and persuade potential customers, while sales is doing anything that can close a deal and get customers to sign contracts.

Both are essential to business success. You can't miss one of them. If you can do both strategically, you can experience significant growth in performance. However, in the same way, if the work of the two is unbalanced, or if there is no communication between departments, it will hurt the growth of performance.

Your marketing strategy should allow you to assess the number of people you can reach and to pass on and convince them that your company is what they need. The information you give them should convince them that they are willing to consider buying from your company. These marketing practices can include advertising, public relations, social media, relationship marketing, brand marketing, viral marketing, and direct mail.

Sales work is mainly about interpersonal interaction. Usually it takes the form of one-to-one talks, phone calls, and social media. This includes anything that allows you to engage with potential customers or existing customers at a personal level. In most cases, these potential customers are attracted by marketing efforts.

If marketing does a good job, it can transform the state of cold lead into that of warm lead.

When potential customers are upgraded to a "warm" level, it is easier for salespeople to close the case.

Integration of Sales and Marketing

We usually use both sales and marketing to elevate our customers from one level to another. Therefore, it is very important to integrate the two. In this way, potential customers can be guided to cover cold, warm and hot levels in a balanced way.

Make sure you integrate marketing and sales, they are inseparable. If they are in different departments, make sure they communicate effectively. You can try to divide the customer list into cold, warm and hot groups. Then two departments are called together to discuss the coping strategies for each customer group.

For example, you can do this:

• Cold Client Strategy: Send direct mail or offer promotional activities.
• Warm Customer Strategy: Try to follow-up actions, such as sending sales emails, inviting customers to meet, or inviting customers to participate in new product launches, commodity trial and experience surveys.
• Hot Customer Strategy: Prepare to solve any doubts of customers, make briefings, propose solutions, and prepare to close the transaction.

The key lies in achieving cooperation and balanced development.

Another option is to partner with someone who has the skills you lack. If you are stronger than marketing and weaker than sales, or you are stronger than sales and weaker than marketing, find the best person who can complement your weaknesses and establish a partnership with him. You can outsource work to him, or contract work to him, or hire him, or hire him. Remember, sales and marketing must work together and build a balanced relationship!