Tuesday, June 11, 2013

In Manufacturing As In Other Industries Sales And Marketing Matters

Every manufacturing and gear machining company must address sales and marketing efforts. They are separate concepts that need to be planned for separately as well. Sales is the method through which you sell your product. Marketing is what the message will be and where it will be broadcast when the sales person makes an appointment or when marketing strategies are planned.

Sales efforts are probably the trickiest of all activities that a company undertakes. There may be inside sales people, outside sales people, sales representatives or possibly no effort at all. For each option there are pluses and minuses that must be considered. The biggest factor is generally how much direct cost there will be to the company by having the sales force work on the company payroll. However, when outside reps are used, some control is lost and this may cause some agita as to how the sales effort is being pursued.

Marketing, on the other hand, is the way in which your message is portrayed by the sales force. Will the company be the one that sells quality regardless of the price? Will speed of delivery be the selling point? Will the company be the low price leader? Will you incorporate a brand message? (think Apple or Nike) Other marketing decisions will involve the company's logo, colors, etc. Just think of Coca-Cola or Budweiser and you get the idea. Millions of dollars are spent creating the images and are used in all their commercial advertising.

Most companies will generally assign both functions -- sales and marketing -- to the same individual unless it is a large manufacturing company, in which case the responsibilities will most likely be split. However, both functions are vital and must be addressed whether or not the company actually does any sales or marketing. "What?!" you say. No sales or marketing? I've seen it happen that a manufacturer decides not to make any effort in either or both areas. In any event this must be a decision, not an avoidance tactic. 

No comments:

Post a Comment