People have a tough time defining marketing. In fact, when you look at conventional definitions, most of them go in this direction: “Marketing is the process associated with promoting goods or services for sale” or “Marketing is increasing sales through advertising and other promotional techniques.”
I defined good marketing within the context of the sales process itself. It goes like this:
Good marketing is any activity that speeds, shortens, streamlines, or favorably influences the positive outcome of the sales process.
Good means effective –– something that’s capable of affecting or changing behavior in a positive way to help you win new business, better business, and in less time.
Activity means many things. A direct mail campaign to your current clients is an activity. But so is a simple one-page visual aid that you use in your sales presentation to compare your features and benefits against those of your competitors. It’s also the way you greet a prospect when he or she visits your office for the first time.
Speeds, shortens, streamlines and favorably influences means exactly what it says. Your mission in building an ideal sales process is to anticipate objections, eliminate points of constraint, simplify and accelerate the transaction, and compress the sales process into a shorter sales cycle so that things move faster, more smoothly than they previously did and get you to YES sooner, more consistently, and with fewer objections and hurdles than ever before.
Positive outcome means making a sale. More importantly, it means not only gaining a new client for a single transaction, but also retaining that client for life so that you derive maximum value along with your fair share of referrals from that happy, satisfied, and extremely loyal client. Above all, positive outcome means a profitable outcome.