Your marketing process should come first in your business actions. Marketing and sales are two entirely different divisions. Sales sell your products and services; marketing researches and finds potential customers to sell to. Marketing integrates a communication process throughout all areas of your business.
I once argued with an owner of a company about the difference between marketing and sales. He believed marketing and sales are the same thing. How can sales convince customers to buy products when there is no marketing plan to direct potential customers to the product? He stood his ground. I stood mine. I talked with his sales staff and they told me how confused they were when talking with customers in the hope of making a sale. Most people ignored the sales staff because the product did not pertain to them.
Your marketing plan provides communication between the production, research/development, human relations, financing and accounting areas of your business. Marketing bridges all business disciplines and mobilizes them to research what customers want and need. With a solid marketing plan, you will know what your production staff should make, the right cost and how much personnel are needed for that product.
Know Your Marketing Process checklist
1) Understand all your product and service details.
2) Research the market places for the right customers for your product.
3) Research the demographics in that market place – physical, social, and income status – those who will want your products or services.
4) Adjust your product/service for price and quality to fit your customers.
5) Rework the sales process and adjust for your new market analysis – new customer’s needs and trends.
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