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29229_2the_dich_51e435ae38a76.pdf TheDichotomyBetweenSalesandMarketing
byForrestStegelin,UniversityofGeorgiaPage14
Itmattersnotwhetheryourgreenhousebusi
ness is a small, medium or large operation, norwhetheryoursis asalesforceofone or many, there is aninterestingperceiveddi chotomy betweensalesand marketing. Sales is not the stepchild of marketing. In fact, both areinextricablytied together; both fail or suc ceedtogether.Salesactivitiesincludethose functions whichresultinaclosedbusiness transaction (title or ownership exchanged for money)whilemarketingactivitiesarethosethatcreatethe oppor tunityformakingtheactualsale. "It'sno trick to be a successful salesmanifyou have what the peoplewant.Youneverheardthebootleggerscomplainingabout hardtimes." - RobertC.Edwards(1864-1922),Canadianeducatorandhumorist.
Salesgeneraterevenues.Revenuesare thedollarswithoutwhich yourbusinessdies. Theenginecannotrunwithoutfuel, and thebusinesscannot run without cash. Effortsyou put into initiating,
negotiatingand closing sales run the business.Ultimately,sales needtobeconvertedintoprofits.Revenuesfromthesaleofgoods orservices(thetoplineontheincomestatement)minusthemyriad of expenses leaves, hopefully, net income or profits (the bottom lineoftheincomestatement). Acustomerlookingfor aparticularitemfollowedtheshopowner intohisstorebasement.Thecustomernoticedthatthewallswere linedwithsacksof salt. Curious, thecustomercommented,"You mustsell lotsofsalt.""Mister,I couldn'tsell apinch ofsalt, but themanwhosellsmesalt - canhesellsalt!" Effectivesales rely on goodmarketing.Marketingistargeting your time, money and other resources to accomplish your sales objectives.If your business plan calls for increasing sales rev enues ten-percent over last year's figures, what marketing efforts will you implement to accomplishthis objective? After all, it is price multiplied by quantity that generates revenue. So is the answer toincreaseprice of what is already grown?, sell more of whatis alreadygrown but at the currentprice?, add moreplants to the
productmix?,orcreate valueforthecustomer?,or...?Marketing tasks include understanding where the opportunitiesexist to in creasesales. Tasksalso includethe better understandingof your customers and what plants and services theywantor need, as well as for whatpurposethey buyplants.Customersbuy plantsfor theirreasons,not the growers's or the salesperson's reasons. Salesrevenuesgenerated by your businessover time signal how thebusiness isperforming. Tracking sales revenues across differ ent products gives you better information for guiding marketing. If the sales (as measured in dollars) of a plant are stagnant, you need to investigate and determine if the product is under pressure from competing or substitute plants, the price is too high or if the plant in question is in thedecliningportion of theproduct's merchandising life cycle. Is the customer wanting somethingnew,or a different color, form, or size, or have they seen, heard or read about a new variety of a familiar plant? For the benefit the cus tomer is expecting, is the priceinappropriate?Has thecustomer's interestsshiftedorhastheirenthusiasmwanedforaparticularplant? "Theruleon staying alive as aforecasteris togive 'emanumber or give'ema date, butnevergive'embothat once." - JaneBryantQuinn(1939- ),Americanbusinesswriter. Marketing savvy includes projecting sales intothefuture for graspinga picture of the projectedcash flow (the timingfor availabilityandtheamount).The marketingplanrequiresthetailoringofpromotionandsaleseffortsforanaccurateprojectedcashflow.In the greenhouse business, different plants are grown and
thensoldatdifferenttimesorseasonsoftheyear.Likely,an80/20 rule applies - eighty percent of the revenue is produced from twenty percent of the plants. Effective salesmanagementis un derstanding the plant products and the relationships to different segments of the market. Knowing which segments are growing (winners) and which are declining (losers) is key to sustaining a business. Marketingactivitiescomplementsales efforts. Taking time to understandthe four "P"s of marketing - product,price, promotionandplace(distribution) - willreturnbenefitsin dol lars toyour business many times over. Butdon'tforget afifth"P"- plan, as performance and profitable rewardsdon'tjust happen.Remember, sales are the fuel that runs your business.
"Because itspurpose is to create a customer,the business has two - andonlytwo - basicfunctions:marketingandinnovation.Mar ketingand innovationproduce results;allthe restare 'costs.'" - PeterDrucker(1909 - ), American businessphilosopherand author.