Sales is interpersonal, and it is a series of meaningful conversations with your target market, either in person or through other channels, to match their needs with your offerings. More importantly, proper sales interactions will build trust with the target audience through open communication and transparency. Sales is assisted by marketing efforts and it is important to have the proper balance between the two.

Sales forecasting is essential to this balance. It extends beyond establishing sales goals for the sales team. Sales forecasting also includes determining employee needs, equipment and other resources such as scheduling production, pricing, positioning and packaging of offerings.

The Brand Promise

Think of marketing and sales as the brand keepers; every output from these two areas contributes to brand synergy, or consistency in the way you promote a product or service. A brand defines who you are in the market. It exists in the mind of consumers and is a representation of how they perceive your company. Branding done correctly is a reflection of your company’s values, mission and beliefs. Strong brands have the ability to improve the overall culture internally and enhance the reputation of your company externally.

The main idea behind branding is to have an image that “speaks” to your target market. A powerful brand creates a preference, attracts customers and generates business growth.

Choose Your Team Wisely

If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work.”

Jay Levinson, American Business Writer and author of Guerilla Marketing – 1979

The right marketing and sales plan is all about hiring the right people to execute. As Jay Levinson so eloquently stated “If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down.” Believing in your offerings can be the difference between a good brand and a great brand. Having the right people in the marketing department makes it come alive, and the same applies to a sales team. These are the people who get “it.” Employees that reflect your brand have the ability to think from the customer perspective, enabling them to connect with customers and efficiently match your offerings with the target market.