Sales People are the Voice of the Market
Today I finally truly understand why salespeople in the sales department are always in conflict with the marketers within the marketing department. It's because one is out in the market and the latter is not. Sales people are the voice of the market, they are the one that truly understands what the market wants and needs. They are actively listening and have a full understanding of the market. It is this understanding that allows them to sell. In contrast, marketers are not out there. In many cases, they base their understanding from information gathered by their sales guys or from their market research team. When marketers truly think that they know the market inside out; no! often they are wrong. They only know from the outside. Put it this way, salespeople are the insiders and the marketing guys are the outsiders so to speak. Of course, I am not saying that marketers do not understand. All I am saying is that the really good marketers are the ones that listens and work together with their salespeople. It is those bad ones that will always have ever conflict because both do not think alike. Sales guys, don't get too cocky just because you can sell. You still need the marketers to provide you the marketing ammunitions to help you do your job. At the end of the day, its about integration and collaboration of both expertise.
12 comments:
Totally agree with your comments about salespeople. They are the soldiers on the front lines.
Thanks,
Ed
http://www/CarolinaEventPlanning.com
I have to say 'me too' on this one. I think the best marketers are those who are in constant communication with the field and who truely try to solve their everyday challenges.
http://lasandrabrill.blogspot.com
~ LaSandra
For me it still is the product, sell a good one or forget it.
The opening assertion - that salespeople are always in conflict with marketers - seems to me to be a problem that is higher up the food chain than either of them. If the sales people aren't working more effectively in the field thanks to the marketing folks, then it's time for new marketing folks.
Good marketers look at the market from all available sources, and frankly it's their JOB to understand what the market wants and needs. Good marketers make it easier for the salespeople to sell.
Totally.
Often, customer-fronting personnel are considered as 'marketing intelligence'.
However, this is also often not the case. My previous employer presented themselves as willing to hear from the 'intelligence' but instead preferred to rely on the results of expensive research, surveys etc of which they could manipulate the results to the advantage of which ever decisions they wanted to make.
Sales people may be in the front lines however my experience is that they are terrible at marketing. For example If the customer says to the sales person that they want a chicken egg, then the sales person will tell you that chicken eggs are needed. A good marketing person would interpret this information to mean that more chickens are needed.
Excited to have discovered your blog. I agree that sales people have intimate knowledge of the customer and that resource should be tapped more often.
When BestBuy bought MusicLand, they missed an opportunity to learn from their sales people who knew people were buying less CDs and getting their music from digital sources. This mistake ended up costing BestBuy a billion dollars if I'm not mistaken.
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I couldn't agree more that both sales people and marketers must work together and meet the needs and wants of each department. Although, just because "the street" is saying what they want, it doesn't always necessarily mean that it's a good idea or even an idea that will work. As sales people and marketers, it's our job to enlighten and expand the street as much as it is to listen.
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