At Beans Marketing, we help businesses get noticed and grow. 

We develop branding, build websites, design marketing materials, and generate content – all aimed at helping you attract customers. One common challenge we see, though, is how businesses understand the roles of marketing and sales. 

Sometimes, there can be a bit of a misunderstanding about the role of these essential growth ingredients and where they overlap.

For example, a business owner might get a lead from their website, feeling excited that a sale is almost guaranteed. But then, if that potential customer has a question or an objection, the lead might be dismissed as "bad" or "low quality." 

This can be frustrating for everyone involved, and it often means missing out on real opportunities.

Let's break down the roles of marketing and sales, where they connect, and where they diverge.

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What (Beans) marketing does: Getting people interested.
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Think of marketing as everything you do to get people interested in your business and understand what you offer. It's about building your brand and making people aware of your products or services. At Beans Marketing, our job involves things like:

• Researching the market: Understanding who your customers are, what your competitors are doing, and what's happening in your industry.
• Creating your brand identity: This includes your logo, colors, and the overall look and feel that represents your business.
• Developing content: Writing blog posts, creating social media updates, or making videos that inform and engage your potential customers.
• Generating leads: This means getting people to visit your website or contact you, showing they have some level of interest.
• Nurturing leads: Keeping in touch with potential customers over time, providing more information, and building trust.

Marketing helps people discover and engage with your business.

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What sales does: Turning interest into customers.
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Sales is about taking that interest and turning it into a paying customer. It's the direct interaction you have with someone who is already interested in what you offer. Sales responsibilities typically include:

• Qualifying leads: Figuring out if a potential customer is a good fit for your product or service and if they are serious about buying.
• Handling objections: Addressing any questions, concerns, or reasons a potential customer might have for not buying.
• Understanding needs: Listening carefully to what a customer is looking for and what problems they need to solve.
• Presenting solutions: Explaining how your product or service can specifically help them.
• Negotiating: Discussing terms and prices to reach an agreement.
• Closing the deal: Guiding the customer through the final steps to make a purchase.
• Building relationships: Creating trust and rapport with customers to encourage future business.

Sales is the final step in getting someone to buy.

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How marketing and sales work together: A continuous flow.
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The connection between marketing and sales is like a pipeline. Marketing fills the top of the pipeline with interested people (leads), and sales works to move those people through the pipeline until they become customers. 

Marketing provides sales with warm leads, meaning these people already know something about your business and are somewhat interested. 

Sales then gives feedback to marketing about what kinds of leads are most successful and what questions people frequently ask. This feedback helps marketing improve its efforts.

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What could go wrong?
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Problems can arise when business owners expect a lead from marketing to be an "easy sale." It's important to understand that a lead means someone is interested; it doesn't mean they've decided to buy yet.

When a potential customer raises an objection – maybe they think it's too expensive, or they're not sure they need it right now – it's easy to just label them as a "bad lead." 

However, doing this often means you're giving up on a real opportunity because you’re not prepared. Objection handling is the key to successful selling, like a labyrinth of opportunities to explain your value to the customer. 

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Why every business leader needs to be good at sales.
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If you run a business, you are a salesperson. Whether you're talking to a bank for a loan, hiring new employees, or simply explaining your vision to someone, you are always "selling" your ideas and your business. 

It's not really a choice.

 It's the job. 

To be successful in this role, you need to develop strong sales skills. This includes:

• Handling objections: An objection is not a rejection. Instead, it’s a chance to learn more about what's holding your customer back and to explain how your offering can help. It's about listening and finding a solution.
• The right to proceed: Every conversation should aim to move the interaction forward. You're not forcing a sale, but demonstrating enough value that the other person is willing to take the next step with you. Never walk away from an interaction without another one in your sights. A call, a meeting, a proposal or a request - you must progress. 
• Tenacity and resilience: Many sales happen after several attempts to connect. People are busy, and they might need a few reminders or more information before they are ready to make a decision. Being persistent, without being annoying, is crucial. 
• Listening carefully: The better you understand what someone needs or wants, the better you can explain how your business can help them.
• Believing in what you offer: If you truly believe in your product or service, that belief will come across to others. Your confidence is a powerful tool.

At Beans Marketing, we specialise in generating interest and attracting potential customers to your business through our marketing efforts. However, converting this interest into actual customers ultimately depends on a consistent and skilled sales approach. 

By understanding the interplay between marketing and sales, and by actively embracing the sales aspect of leadership, you will be better positioned to grow your business.

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