"Sales & Marketing Are Like Salt & Pepper"

By
Education & Training with Steve Hoffacker LLC

Sales and marketing - or marketing and sales if you prefer to mention them in that order - are a lot like salt and pepper. Really?

Let me explain. Salt and pepper are generally mentioned as a single item even though they are two distinct items. No one would think that a recipe needed more salt and then just add pepper because the two spices are interchangeable. Of course, they are not. Nevertheless, they so often are used or referenced together that they often function as a single entity.

What table setting has only salt or pepper and not the other? Some recipes ask you to salt to taste, but many more ask you to add both salt and pepper. Of course, salt and pepper are two distinct spices. Everyone knows that. The point is that they are so often used together, appear together, and are mentioned together, that they have become as one item.

Now, take sales and marketing (marketing and sales). Pretty much the same as salt and pepper. They have very distinct functions but so often are referenced together that many people don't fully appreciate or understand the subtle differences.

You would never use marketing when you want sales, and you should never use sales when you are marketing - although many people try to do this.

Marketing precedes and leads to sales. Sales takes over after the lead has been generated through marketing. Marketing makes the phone ring, the email appear, or the front door open. Then sales begins.

Sales and marketing - like salt and pepper - are often mentioned as a single item or as a pair. Again, they are separate and distinct but complement each other the same way salt and pepper do with food and recipes. You can have marketing without sales, but what's the point in just generating interest if there is no action to follow-on with it? Sales generally don't just happen without a lead being produced through some marketing effort - intentional, passive, or incidental.

Just be careful not to reach for the salt (marketing) when it's really the pepper (sales) that you want - other the other way around.

 

Steve HoffackerCAPS, CEAC, SHSS, is a licensed Certified Aging In Place Specialist - Master Instructor and best-selling author of aging in place books. To learn about this and other programs for aging in place or universal design, visit stevehoffacker.com or call 561-685-5555. Also, check out the "Aging & Accessibility" groups on Facebook and LinkedIn.

Comments (15)

Carla Muss-Jacobs, RETIRED
RETIRED / State License is Inactive - Portland, OR

A good analogy Steve.  Sometimes the pitch can get too salty and the marketing is too peppered   Haven't seen you around AR in awhile.  

Nov 08, 2015 06:31 AM
James Bath
Gulf Shores Realty - Venice, FL
REALTOR® , AHWD® , SRES® ,e-PRO®

Thanks for the reality! I suspect that most of us are fine at Sales and struggle with marketing, often afraid of the $$$!

Nov 08, 2015 07:35 AM
Steve Hoffacker
Steve Hoffacker LLC - West Palm Beach, FL
Certified Aging In Place Specialist-Instructor

Carla, the real challenge is to understand that both are necessary and to let each do what they are intended to do. Steve

Nov 08, 2015 08:39 AM
Steve Hoffacker
Steve Hoffacker LLC - West Palm Beach, FL
Certified Aging In Place Specialist-Instructor

James, maketing does not need to take a lot of money - maybe not any money - depending on what you needs and abilities are for producing new leads. Steve

Nov 08, 2015 08:40 AM
Sham Reddy CRS
H E R Realty, Dayton, OH - Dayton, OH
CRS

Great blog:

Marketing precedes and leads to sales. Sales takes over after the lead has been generated through marketing. Marketing make the phone ring, the email appear, or the front door open. Then sales begins.

Nov 08, 2015 07:43 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

A worthy subject that is easy to track and beneficial to know. thank you

Nov 08, 2015 11:16 PM
Steve Hoffacker
Steve Hoffacker LLC - West Palm Beach, FL
Certified Aging In Place Specialist-Instructor

Thank you, Sham.

Nov 09, 2015 02:46 AM
Steve Hoffacker
Steve Hoffacker LLC - West Palm Beach, FL
Certified Aging In Place Specialist-Instructor

Richie, there cannot be sales without at least some amount of marketing. Thanks. Steve

Nov 09, 2015 02:47 AM
Darren Copeland
Leader One Financial - Lee's Summit, MO
Darren Copeland

Great metaphor!  You're totally right if you get the mixture wrong you'll end up with a dish that's not what your hopes and dreams were!

Nov 09, 2015 06:11 AM
Anonymous
Tommy Lu

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Nov 09, 2015 01:09 PM
#10
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Steve Hoffacker - profound truth!

"You would never use marketing when you want sales, and you should never use sales when you are marketing"

As I learn from Peak Producers - that sales AND marketing is the most important leg of our business stool - that is, you are a CEO!

Nov 10, 2015 03:00 PM
Winston Heverly
Winston Realty, Inc. - Atlantis, FL
GRI, ABR, SFR, CDPE, CIAS, PA

Loved your blog, hope this becomes an eventful & successful weekend.

Nov 14, 2015 10:58 AM
Kathleen Frawley
Keller Williams 916 730-4404 Elk Grove, Wilton, Folsom, Sacramento - Wilton, CA
South County Sacramento, 916 730 4404

Great analogy.  I tend to reach for the salt. Great time for a little more salt.

Thank You.

Dec 12, 2015 03:06 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Steve Hoffacker,

I'm so glad Peter Mohylsky re-blogged your post this morning as I missed it. Great analogy and food for thought. I was subscribed to your blog but see it fell off.... I've subscribed again!

May 13, 2016 09:52 PM
Steve Hoffacker
Steve Hoffacker LLC - West Palm Beach, FL
Certified Aging In Place Specialist-Instructor

Thank you Dorie. Glad you enjoyed it.

 

May 14, 2016 12:12 AM