On the role of trade marketing in company sales

I have already talked about the role of trade marketing in my notes as a marketer. Let’s be brief. Peter Drucker wrote: “The main task of marketing is to make sales efforts unnecessary.” From this phrase it clearly follows that there are salespeople and marketers.

On the role of trade marketing in

I have already spoken about the role of trade marketing in sales. About how  active sales  are utopian, maybe a little emotionally, but accurately. All this is sales!

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And now  After all that has been said, tell me, who is engaged in your sales? Poor salespeople who are not quite trained in marketing?!
The time when sales were made by salespeople . On the phone” has passed. The marketing shoots are growing up next to them and in their environment. Conflicts in such a situation are simply bound to happen! They actually do marketing (as best they can) and do not understand why they do everything, the accounting department tells them what to do, the warehouse confuses them, and what is called the marketing department in companies . Regularly demands market analysis from them. This conflict is brewing in the heads of sales directors in an absolutely deliberate manner.

Cutting the knot of trade marketing
So who is the main sales person or marketer? There are options:
Option 1:
The sales director is responsible for trade marketing and sales
The marketing director is responsible for branding, PR, advertising, product marketing.

Option 2:
The sales director is responsible for sales (called the sales director);
The marketing director is responsible for all 4Ps except sales.

Of course, there is a third option, in Russia everything is so… that it is impossible to choose right away.

Option 3:
There is only a marketing and sales director, but he has 2-3 divisions:
Sales department;
Trade Marketing Department;
Branding and Advertising Department with brand makers, PR, advertisers, product marketers;

In any case, who is the main TOP? No one! Everyone is working on the tasks set in the business plan and marketing policy. Everyone is responsible for their “piece”. And even if there are conflicts, their cause will be on the surface.

As is well known On the role

the immortal classic N.V. Gogol’s two characters Ivan  never made peace. What can you expect from them, they are ignorant people. You and I are not like that.

Today’s Internet is a treasure trove of distorted thoughts that serve as the basis for new. Even stranger ideas. And there is no end to the joyful quoting of each other with the attribution of these ideas to, say, F. Kotler or J. Trout.

Philip Kotler did not talk about a drill

Philip Kotler is still alive. His books are alive and it costs nothing to.  Ask him personally or look in books for this very “drill”, which for marketers, consultants and training gurus (educated on the Internet) is a striking instrument in Internet discussions and in educating neophytes.
And every time this drill hits someone on the head and explodes someone’s consciousness. So, I want to responsibly declare that nothing of the sort!

Firstly, F. Kotler did not claim anything about selling drills. Secondly, selling and what the author actually wrote about are two different things. Let’s take it in order.

Was there a drill in marketing?  company sales

You know what the author from the screenshot is really right about, it’s that marketing begins with the realization… that no statement wrapped in quotation marks of the author’s thought can be trusted. It often happens that the author takes a phrase out of context from . A long narrative of some book, and, torn from its meaning, it sounds completely false. But sometimes it happens that the author of nonsense does not bother to open the original source at all and quotes and distorts the original source from memory.

There is a famous story about how a consultant who came to what is lead scoring? how to score leads like a Stanley Works (a tool manufacturer) said: “You are not selling drills. You are selling holes.” Do not sell functions. Sell benefits, results and value.

Why did I give this quote? Well, not to say that it was never about drills and not even that F. Kotler only referred to it as a legend and did not at all claim that “holes should be sold”. The point is that if you quote someone, then you need to quote exactly according to the text. Never play “broken telephone” – this, at least, will save you from being laughed at in public.

Let me give you another quote from F. Kotler, as an illustration of this idea:

Good salespeople remember that they were born with two ears and one mouth, which means they should listen twice as much as they talk. Telling stories to a buyer is a sure way to lose a sale.

Kotler F. “Marketing from A to Z 80 concepts that every manager should know”.
Alpina Publisher. 2010. ISBN: 978-5-9614-1167-6

Sell or promote?

It seems to me that the master, if you asked him today about these notorious hole-drills, would wave his hands at you and me. Then he would say that we understand nothing about marketing, and sent us to read his latest books.

Friends, you can only sell goods or services. And certainly  a complete list of unit phone numbers exchanging the result of a drill (drill) for money is a consultant’s verbiage, and not a clear commercial or economic concept. That is why, in marketing they speak separately:

about selling – exchanging goods and services for money
about promoting – ideas, principles, knowledge and experience, these goods and services
. Sellers sell, marketers promote, even if they are the same sellers. Only  the principles of marketing. BUT don’t lump everything together!

Sell
Selling is a term not from marketing, but from economics. Sale is the process and fact of exchanging goods for their monetary equivalent. Dictionary of terms.

Understanding the motives that drive a person to buy;
Gentle pushing (external motivation) of a potential buyer to action;

Forming a correct picture of the world.

They buy the same thing from us, no matter what troublemakers try to lie to us.  There may be several motives that drive a consumer to buy, and they may be far from the actual subject of sale.