Monthly Archives: August 2011

As small to mid-size business and non-profit leaders, many of you have to wear multiple hats, providing technology advice, marketing strategy and engaging in sales work supporting relationships. This is for you.

I was watching a video by my sister Payson Cooper, who has cultivated a nice skill-set in strategic marketing, and I thought she articulated something more clearly than I’ve ever heard it before, so I wanted to share it with my audience.

So what is the difference between Marketing, PR and Sales anyway?

Professionals blur the lines between these disciplines, its not surprising that small business entrepreneurs who have less time to specialize do the same.

Here’s what Payson had to say:

Marketing is identifying what problems you solve, how you solve them, and getting that information in front of the people who care. This covers everything from strategic marketing, where you are thinking about your audience, what problems they face, and how you can solve them, to lead-generation marketing, where you identify people who care and pass them to a sales team.

PR (Public Relations) is defining information to help third parties understand what you do and who cares about it. This is very important because it provides your potential customers with a third-party, relatively independent, perspective into what you have to offer. Its dependent on marketing, but entirely different. It supports sales, but is different. This is identifying industry experts who have credibility and giving them what they need to make an impartial evaluation of your services and
offerings, so that the folks who listen to them get to know about you and what you can offer.

Sales is the process of overcoming natural objections to purchasing your services or products. Isn’t that a nice description? When you have something to offer, those interested will have natural questions and objections. Why would this help me? Do I need it? What is included? How much is it? Why is that a fair price? Sales is the process of helping a potential customer answer those questions.

So there you go; a nice, discrete separation of Marking, PR and Sales for the small business executives and entrepreneurs among you out there to use when you need to strategize.

I am in training the first couple of weeks of August, when I return Techivity will take a look at some of the new services Google has made available.

If you found this post helpful, and want to take a look at what Payson offers in marketing strategy, take a look at her site. She and I approach things a bit differently, but her strategies are quite effective.  As usual, feel free to post a comment, or contact Techivity for consulting services.