Which Comes First, Sales or Marketing?
by Dera DeRoche-Jolet

The age old question is: "Which came first, the chicken or the egg?" As far as I know, no one has ever answered that question, at least to my satisfaction. My question to you is a little easier and less philosophical, but might be trickier: "Which comes first, sales or marketing?"

If your company is sophisticated enough to have both a sales department and a marketing department, you might answer, it doesn't matter, they work together. That's only partially true. At least it's a better answer than "What marketing department?"

It's no secret that many alarm companies are not meeting their full potential. The problem lies with the "sales and marketing" approach. First, the words "sales" and "marketing" do not mean the same thing. Each plays a unique role in running your business. Secondly, the order should be reversed. Sales should never precede marketing.

Marketing must always come first. That's because the job of marketing is to create the right buying environment and to create leads for the sales force. The job of the sales force is to make the sale and close the deal. Selling shouldn't be a matter of luck. Sales people should be able to enter a home where potential customers are ready and eager to buy. Marketing prepares the way and opens doors.

Salespeople have difficulty because their companies do not understand the role of marketing in the sales process. Too many alarm companies see "sales and marketing" as two sides of the same coin. They lump sales and marketing into one department and use the terms sales and marketing interchangeably.

Another result of confusing marketing and sales is price cutting. Although price is seldom the only deciding factor in the potential customer's decision, many companies resort to price cutting to "get in the door." The problem is that the exception becomes the rule. In order to get the business, they cut the price. Companies then get used to operating on slimmer margins, creating the need for higher sales volumes to compensate for the losses. The truth is, if your company's products and services are worth buying, and your marketing department did its job, price cutting wouldn't be an issue.

Unfortunately alarm companies rarely put the money they should toward their marketing department. How many of these results of not having a marketing department apply to your company?

* Fewer sales. How many of you are achieving the sales levels you want or
need?
* Behind the times. If you are not keeping up with today's marketing and selling techniques, someone else probably is, or will be soon.
* Blaming the economy. Many companies expect external conditions to dictate their sales when the real problem is their inability to create a positive buying
environment.
* What marketing department? That's the response of most alarm companies.
The only marketing department some companies have is a closet where you get the brochures and catalogs. The emphasis then is on the sales force to create a positive buying environment.
* A frustrated sales force. Not having a marketing plan will result in a high
turnover in your sales department. The most common complaints among sales people are:

o We don't have enough leads.
o We can't sell because our prices are too high.
o Not enough people know about our company or even security. If they do know there are too many misconceptions.

What has been your response? Make more calls. Go to another seminar. Improve performance. Find the right technique. None of those answers solves the root of the problem. A frustrated sales person will not last long.

An alarm company offering good products and great service can sell under any conditions. By being the "best" in the minds of your customers, you will have developed a special edge over your competitors. Your customers will reward you with their loyalty in exchange for your "best." Customers who will stick by you, will also recommend your company to others.

If you want sales to grow, no matter what the state of the economy, and if you want to succeed in spite of competition, you'd better give your marketing a high priority. We'll probably never know for sure whether the chicken or the egg came first. It doesn't really matter. They are both here today continuing the process. But with alarm companies it matters whether sales or marketing comes first. Alarm companies that do not put marketing "first" in their plans, might not be here tomorrow.