What do I mean by that? It’s simple — those of us who are marketers by trade, whether as a manager, in promotions, creative, product management, advertising or public relations, should walk in the shoes of our salespeople, either inside or outside.
I’ve been fortunate enough to have sales experience and find it extremely valuable when undertaking marketing roles and initiatives. I draw on the “how can this be sold” philosophy and envision how either the product or service would be presented to the prospect. More importantly, how will it fulfill a need the prospect would have?
Salespeople are classified into two primary categories: hunters and farmers. Hunters are the new business developers. Farmers are the account managers, cultivating current business. Each has their place with each position requiring certain skill sets and personal attributes. I would suspect most marketers are more suited toward farming that hunting, but again, I said most, not all. Hunting requires more time and a far thicker skin since a prospect’s door closes more often than it opens.
But as a marketer, consider experiencing the sales process first-hand. Even if it is accompanying a salesperson on a call, get a taste of what it’s like in the field. You’ll be a better marketer for it.
