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Sales and Marketing
have become almost
synonymous in our
industry. There are
a large number of
Sales & Marketing
managers in agencies
across the
country... but are
these two business
functions one in the
same? Let's start
with some
definitions.
This from Merriam
Webster dictionary.
Marketing
- an aggregate of
functions involved
in moving goods (or
services) from
producer to
consumer.
Sales
- distribution by
selling.
By reading the above
definitions, one
could reasonably
assume that sales
(or selling) is a
part of marketing,
but that marketing
encompasses much
more than simply
sales. The reason
for this exercise is
for agency owners
and managers to be
clear on the
expected outcome of
each activity.
The term "marketing"
is often used
interchangeably for
"sales" as well.
Many homecare sales
reps call themselves
"marketers" as
opposed to
"salespeople". Many
people will call it
semantics... but it
does pay to be clear
in what you expect
of your "marketers".
Marketing, by
definition, is a
group of activities
designed to promote
your agency's
services. Marketing
could be different
types of
advertising,
community relations,
direct sales, or a
branding campaign.
The primary function
of marketing is to
build your "brand
awareness", that is,
to create a
perception in the
mind of your
potential customers
about who you are
and what you do.
Marketing in the
general sense is not
designed to get you
more referrals or
admissions now. The
idea is that you let
people know who you
are, and at the
point they engage
your services or one
of your salespeople
calls on them, they
already know
something about you
and your "brand". In
homecare there is
not the "call to
action" that exists
in other industries.
Can you imagine a
billboard that reads
-
"Refer
Before Midnight
Tonite And Get A
Free Pair of Cubic
Zirconia Earrings!"
I know it looks
silly, but think
about it... where
could a homecare
agency have a "call
to action"? There
are some private
duty agencies that
could use a form of
this marketing but
even then, it is
limited in its scope
as homecare is not
an impulse buy.
Direct sales is
designed to grow
your referrals and
admissions now. The
function of the
direct sales force
is to achieve a
certain number of
admissions while
building
relationships with
potential referrers.
We find that the
best return in the
form of admissions
consistently comes
from direct selling
and community
relations (or
networking). This
"press the flesh"
philosophy has your
well trained sales
force in front of
referral sources
each day with
information and
education (and
asking for the
referral, of
course!) and is the
quickest return on
your sales and
marketing dollar.
So why the above
exercise?
Quite simply, to
clear up the
confusion that
exists in our
industry by lumping
two distinct and
separate functions
into one. I'm a
professional
salesperson, but
know very little
about marketing.
Conversely, a
marketing manager
might never have
gone on a direct
sales call in their
entire career.
Certainly the two
skill sets can exist
in the same person.
Take Jason Tweed,
editor of
Private Duty Today.
Jason is a master at
marketing. I cannot
tell you what colors
appeal to certain
audiences, or what
images or fonts are
likely to get people
to buy... but Jason
can. He is also a
very accomplished
salesperson, with
the skills and
experience to sell
big projects through
his company
Tweed Net Marketing.
Even Jason would
tell you, however,
that both of those
skill sets are
independent of each
other.
So the moral of the
story?
If you're looking to
build an awareness
of your agency, give
people a sense of
who you are and what
you do well, your
marketing department
is the place to go.
A well crafted
marketing or
"branding" campaign
can go a long way
toward solidifying
your position in a
referrer's mind
before you ever walk
through their door.
If you're looking to
add admissions to
your agency right
now, your direct
sales force is the
place to turn. They
can impact your
results at the
"point of sale"
immediately. It
would be very
difficult for your
direct sales force
to cover enough
ground to "brand"
your company in the
eyes of the referral
community. They
simply couldn't get
a "big enough"
message out there to
create a perception,
like a great
branding campaign
can.
So, sales or
marketing? How about
both! When used to
compliment each
other the sales and
marketing
departments of your
agency can achieve
impressive results.
All you need to do
is be clear about
your expectations.
Take this week's
poll below to tell
us how your agency
is structured. Tune
in next week for the
results.
