It is amazing to actually know that many people do not know the difference between these two distinct workers: why, an opinion poll I conducted on the topic revealed that about 0% of the people I asked could actually spot any distinctions between what a sales and marketing executive does in an organization. Answers ranged from: ‘I think they are both one and the same people’, to, ‘Is there any differences?.’……actually throwing the question back. I imagine that what I should say truly amazes me is that most firms in the country do not themselves know the difference either! Cases abound where a marketing executive does the work of a sales executive and vice versa. But the job description for both job titles are quite distinct, here are some things a sales executive does and a marketer does:
A Sales executive sells their company’s goods and services to new and existing customers. Their customers may be retail outlets, businesses, individuals, wholesalers or manufacturers. They are also involved with identifying new markets and business opportunities. There are two types of sales that a sales exec. usually does: Business to Business Sales and Business to Customer/Consumer Sales.
• Business to Business sales involve selling products or services from one business to another. This is a typical avenue for graduates. For example, a sales executive in a company that manufactures fast moving consumer goods (FMCG), e.g., soft drinks, will sell to the retailer and may be involved in making a strong argument so the products gain a listing. Activities important for success include:
• relationship building;
• researching the market and related products;
• presenting the product or service in a structured professional way face to face.
Business to Customer/Consumer sales involve direct selling to the consumer or end user. Examples include selling credit cards via the telephone or selling new cars in a showroom.
• A Sales exec. listens to customer requirements and presents appropriately to make a sale;
• maintains and develops relationships with existing customers in person, and via telephone calls and emails;
• arranges meetings with potential customers to prospect for new business;
• acts as a contact between a company and its existing and potential markets;
• negotiates the terms of an agreement and closing sales;
• gathers market and customer information;
• represents the organisation at trade exhibitions, events and demonstrations; negotiating on price and costs, delivery;
• challenges any objections with a view to getting the customer to buy;
• advises on forthcoming product developments and discusses special promotions;
• liaises with suppliers to check the progress of existing orders;
• checks quantities of goods on display and in stock;
• records sales and order information and sending copies to the sales office;
• reviews own sales performance, aiming to meet or exceed targets;
• gains a clear understanding of customers’ businesses and requirements;
• makes accurate, rapid cost calculations, and providing customers with quotations;
• feeds future buying trends back to employers;
• attends team meeting and sharing best practice with colleagues.
Marketing executives on the other hand, are involved in developing marketing campaigns that promote a product, service or idea. The role includes planning, advertising, public relations, organising events, product development, distribution, sponsorship and research. The work is often challenging, varied and exciting and will vary, depending on the size of the organisation and sector. As many organisations have marketing departments, marketing executives can be found in both the private and public sectors, from the financial, retailing and media industries to voluntary and public sector organisations.
• Marketers liaise and network with a range of stakeholders, e.g. customers, colleagues, suppliers and partner firms;
• communicate with target audiences and manage customer relationships;
• source advertising opportunities and place adverts in the press or on the radio;
• manage the production of marketing materials, including leaflets, posters, flyers, newsletters and e-newsletters and DVDs;
• write and proofread copy;
• liaise with designers and printers;
• organise photo shoots;
• arrange for the effective distribution of marketing materials;
• maintain and update customer databases;
• organise and attend events such as conferences, seminars, receptions and exhibitions;
• source and secure sponsorship;
• conduct market research such as customer questionnaires and focus groups;
• contribute to and develop marketing plans and strategies;
• manage budgets;
• evaluate marketing campaigns;
• monitor competitor activity;
• support the marketing manager and other colleagues.
If you can now make the distinction, then that makes two of us!
Margaret E.
