For the growing business, hiring anyone is a big step.  Mistakes in hiring are costly in terms of time and money, and therefore need to be avoided if possible.

One mistake we see many business owners and executives make is to hire a salesperson and expect that person to also handle marketing, or hire a marketing person and ask them to carry a quota.

First and foremost, business owners, please hear this:  Salespeople are not marketers, and marketers are not salespeople.   You do not want to hire one or the other to do both jobs.  Why?

[As you read below, please keep in mind that the author has served on both sides of the house, and has no compunction about picking on either side!]

1. Salespeople are typically not great writers (or graphic designers).   Marketers ensure that any communications, promotions, advertising, etc. is consistent with the company brand.  Salespeople just want to “get ‘er done,” whether or not it reflects the brand.  Never entrust a salesperson with articulating your hard-earned brand in his/her own words!

2. Marketers are typically not persistent types that don’t mind rejection.   Sales is all about keeping polite pressure on prospects or clients until they buy, die, or tell you to go away.

3. Salespeople are driven by immediate results.  Their minds are on the end of the month/quarter because that is how their job performance is evaluated and compensated.  Don’t expect them to think long-term about advancing the company’s brand and market position, as a marketer can and should.

4. Salespeople are not motivated to perform marketing functions.  If you want a commissioned salesperson to take on marketing tasks such as writing newsletter articles, Web design, social media management, etc., you will have to change the compensation structure to reflect this or it will not get done.  Again, a salesperson’s job performance is usually compensated based on the sales he/she makes, not on how pretty that new brochure looks.

5. Marketers are task-oriented, salespeople are people-oriented.   This is not to say that marketers don’t like people, and salespeople can’t accomplish tasks.  However, marketing is all about managing multiple tasks, tracking project timelines, and analyzing results.  Sales is about two things:  building relationships and closing deals with prospects.  That’s it.  (And, really, it’s all about the second thing.)

Can’t afford to hire both sales and marketing?  We have a solution for that.

Tara is focused on her clients and the need to get their messaging out in the best way possible. Her guidance and advice come from experience and expertise in effective communication to clients and prospects. Her advice to me over the years has been extremely helpful. Tara is a professional in every sense of the word! | David Shavzin

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