How To Search For Top Sales And Marketing Talent

Most companies follow the traditional rules of recruiting. You write a job description, you place an ad on Monster, and you hope that you receive some good résumés that hopefully match the job ad that you posted. You then sit back and wait for candidates to come to you.

This method doesn’t work very well right now, because most of the good people don’t necessarily look for jobs that way and don’t post their résumés on Monster. They network with their friends and their close associates within their industry in order to keep abreast of great job opportunities. They also follow their managers and leaders to new companies.

As an employer, you need to shift tactics. Think about where people are going and how they’re building their networks. You need to break into those networks so that you can find the best candidates. If your company has traditionally posted ads on Monster or any other employment websites, you might want to reconsider your approach and start networking with people in your industry, so that when the time comes to find the people you’re looking for, you’ll already have a great Rolodex to tap into, in order increase your sales and marketing staff.

The Sales and Marketing Dead Fly Discount

Few months ago I had a rather interesting sales and marketing adventure at a local restaurant.

The short version of the story is, I went to a new bistro in town for a takeout cheeseburger, opened it up, and found a scraggly “deep fried” fly sitting neatly next to it, as if it were but an innocent parsley leaf.

And, believe it or not, we recently went back there.

Actually, my wife did. (I’ll never go back. Ugh.)

Turns out her love for good fish (which they are known for) trumps even the fly incident.

Why am I telling you this?

Because when she called her order in, she made sure to speak with the owner and re-tell him the fly story from before (his reaction last time was, “Oh, that’s a first”, with no apology or so much as a gesture to make it right).

And this time, he DID apologize.

In fact, he said my fly story had gotten around town and he’d spent a bunch of money putting things in place to make sure it never happened again. And to try to make up for it, he even gave her a discount on her order that day (what I now call “the dead fly discount”) to boot.

Anyway, long story short… she tried the fish.

And she LOVED it.

And despite the owner falling FAR short of what he SHOULD have done to make the situation right (in my opinion), she’s gone back there every Friday since — 3 times in a row now. Even with that whole fly fiasco fresh in her mind. And even with me making obnoxious fly jokes with every bite.

OK, so what’s the moral of the story?

Probably there isn’t one.

Except that, maybe an excellent product really WILL cure a lot of business “sins” after all. Even the nasty ones that’d normally get you run out of town.

Just a little food for thought.

Sales and Marketing – Introduction

Many people do not seem to know or understand the difference between SALES and MARKETING.

How often have we heard a Salesman describing himself as a Marketing Executive?

A salesman is a salesman and a marketing executive is a marketing executive.

A salesman’s job is to sell his company’s products and services, whereas a marketing executive’s job is to gather product and market information on his company’s products or services and his competitors’ products or services.

Generally, Marketing Executives do NOT sell any product. They focus on gathering market information to assist the company and the salespeople to better understand the market and their competitors.

However, in order for salesmen to do a good and comprehensive job, they need to carry out market researches on their products or services in relations or comparison to their competitors products or services.

They also need to understand what the market wants and needs and how their products or services measures up to these wants and needs.

For example, if the prospect needs a lightweight and small footprint laser or inkjet printer for mobile and travelling purposes, it is no point to introduce your printer that can print up to an A3 format with individual colour cartridges and is a monster of a machine at 20kg.

So your product would be a good fit, in let’s say, an Accounting Firm, where they need to print Annual Accounts in A3 format for their clients, so that all the figures and columns and rows of the spreadsheet can be easily read and all the charts will be in colour for clarity.

So knowing your product and how good your product is is not good enough. You also need to know what your competitors are offering and more importantly, what the market wants or needs.

Too many salespeople feel or even believe that selling is all about achieving target and quotas set by their management and head office. What they fail to understand is that selling is about fulfilling a customer’s needs.

And if your product does not meet these needs, then the customer will find no reason to buy your product and you would definitely lose the sale.

Sometimes, salespeople spend too much on selling and very little time on marketing and understanding the product’s features and unique selling propositions (USPs) as opposed to the customers’ wants and needs.

So to describe a salesman as a Sales and Marketing Executive may be accurate but you cannot describe a Marketing Executive the same.