I taught a workshop a few weeks ago for a handful of entrepreneurs who wanted to get better at selling.
I asked attendees what they thought of when they heard the word “salesman.” I expected answers like used car salesmen and telemarketers, but instead attendees described the challenges of creating social media content.
I realized that most people don’t have a clear distinction between marketing and sales.
Marketing and sales both require:
- Communicating to your customer
- Understanding their needs
- Telling a good story
- Providing something of value
Selling adds a few crucial steps including asking, “Would you like to buy my thing?”
What is marketing?
Marketing is storytelling. It is the stories we tell each other and about ourselves, which inspire toward a desired outcome.
When I was ten years old, my Dad and I read The Odyssey aloud together. The book was written two thousand years ago. Nonetheless, I vicariously experienced Odysseus’ ten-year journey home from the Trojan Way.
Marketing is using the story of Odysseus’ bravery, loyalty and pride to inspire the next generation to stand up for what they believe in and to lead.
Marketing consists of telling stories that are:
- Personal – You are a part of any story you’re telling. Share your emotions or experiences with your listener.
- Relatable – Your audience needs to be able to relate to what you are sharing with them.
- Inspiring – your story should inspire the person you are talking to. Help them become someone they want to be.
Marketing is the stories we tell about our work, or tell each other about the world around us.
What is sales?
The ask is the primary difference between marketing and sales.
Selling is attempting to persuade somebody to adopt a belief, asking to change their behavior, or inviting them to buy. Even the “Buy now” button at the end of an ad moves it into the category of sales.
Effective sales incorporates an ask after first delivering a story that is personal, relatable and inspiring.
After we finished reading The Odyssey together, my father asked if I’d like to run cross country. I’ve been an athlete, gymnast and runner ever since.
Good selling is about making an ask. Great selling is about making an ask that you’ve prepared for by telling a compelling story that pulls on emotions, aligns incentives, helps the other person become more of who they want to be.
Homework
What’s one thing you’re trying to sell?
Before you pitch, what’s a story that inspires the other person to become more of who they want to be?
Write out a couple of sentences about:
- What you have to sell.
- What you are selling will help your audience become more of who they want to be.
- A story that bridges that gap.
Send me an email with your answer to these questions!
Until next week,
Robin