There’s a great post today from Seth Godin which concisely summarises the difference between marketing and sales. In summary:
Marketing tells a story that spreads.
Sales overcomes the natural resistance to say yes.
Seth then posed the interesting question – how do you overcome that resistance where you don’t have a salesforce?
For companies that use their website to generate leads or direct sales, the answer can be very simple – your website has to do that work. It has to help the site visitor to overcome their natural resistance.
However the ability of a website to persuade a prospect, to convert their interest into action doesn’t happen by accident. It must be designed into the structure and content of the site, to steer visitors through the sales process and overcome their objections .
A lack of attention to this vital ’sales role’ is the primary reason why most business websites fail to deliver a real return on investment for their owners.
If you would like a free review of your website and a discussion about improving its performance, please call us today.