Valuetainment - October 16, 2018


Episode 189： Sales Vs Marketing： Which Is More Important？

Topics
sales vs marketing ROI debate
Hosted by
Patrick Bet-David
Mentioned
Mario Mary John Richard Branson Sam Walton Andy Grove Steve Jobs Jeff Bezos Ray Kroc Shakespeare Snapchat
Episode 188： 5 Reasons People Stop Dreaming Episode 190： How To Plan Your Week As An Entrepreneur

Episode Stats


Length

9 minutes

Words per minute

202.35

Word count

1,908

Sentence count

248


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

Sales is about asking questions. Marketing is about telling stories. Both are important, but neither is better than the other. Here are some examples of the differences between sales and marketing: 1. When a guy wants to go to a girl in Florida at a nightclub, he goes up to her right? Can I buy you a drink? 2. She comes and talks to him. 3. Sales is math. Marketing is art.

Transcript

Transcript generated with Whisper (turbo).
Topics generated with Qwen2.5-3B-Instruct.
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
00:00:00.000 I'm Patrick Bedevi, your host of Value 10 Minute.
00:00:18.940 Today I'm going to talk to you about the difference between sales versus marketing.
00:00:22.020 Which one's more important?
00:00:23.100 Look, there's this notion in business that a lot of times you'll hear you read a book
00:00:26.120 and someone's going to be so certain that the only way you and I can win, we have to
00:00:30.320 be marketers first.
00:00:31.600 We have to be sales first.
00:00:33.040 Which in reality, there's been so many different types of CEOs that have won in life.
00:00:37.000 Let me explain to you what I mean by this.
00:00:38.440 If you go back in the days with CEOs and businesses, Ray Kroc was a sales guy, right?
00:00:43.360 You have Sam Walton, Walmart, sales guy.
00:00:46.360 Andy Grove, sales, transition.
00:00:48.920 Steve Jobs, product development.
00:00:51.160 Richard Branson, marketer.
00:00:52.680 Jeff Bezos, marketer.
00:00:53.940 And this process has been taking place, social media has changed the game a little bit.
00:00:57.760 We don't have to be as good in sales as we did before.
00:01:00.000 However, it also depends on the industry you're a part of.
00:01:02.620 There are certain industries that no matter what you do, sales is critical.
00:01:05.980 Life insurance, I'm in that business.
00:01:07.860 No matter how good of a job you do marketing, a life insurance policy always has to be sold.
00:01:13.920 When is the last time you woke up in the morning and you said you're going to go buy life insurance
00:01:16.820 today?
00:01:17.060 When's the last time?
00:01:17.480 What commercial?
00:01:18.320 Did you watch a commercial with a whale and say,
00:01:20.340 Mom, I'm going to buy a life insurance policy today?
00:01:22.760 No one ever does that.
00:01:23.940 We have to keep selling.
00:01:24.980 So there is nothing I'm going to tell you today, marketing or sales, that is 100% applicable
00:01:31.000 to every single industry.
00:01:32.860 So having said that, here's some of the differences between sales and marketing.
00:01:36.700 Number one.
00:01:37.640 So here's one way to think about the differences between sales and marketing.
00:01:40.600 Sales is about asking questions.
00:01:42.840 Marketing is about storytelling.
00:01:44.600 Let me explain to you what I mean by this.
00:01:46.760 Sales.
00:01:47.540 I go to a business.
00:01:48.600 I say, John, how many employees do you have?
00:01:50.820 200.
00:01:51.140 How many current computers do you use?
00:01:53.220 Such and such.
00:01:53.980 How much data do you use?
00:01:55.020 Such.
00:01:55.460 I ask 20, 30 questions.
00:01:57.260 I gather data.
00:01:58.200 Then I make my recommendation.
00:01:59.600 And he either buys or doesn't buy with my three options I gave him.
00:02:02.360 That's asking questions.
00:02:03.860 On this other side, marketing is storytelling.
00:02:06.280 Here's storytelling.
00:02:07.860 My name is John.
00:02:08.960 I own a business.
00:02:10.160 I have 1,000 employees.
00:02:11.860 I caught myself spending so much time with the computer and technology because our systems
00:02:15.560 were so slow.
00:02:16.740 Then comes Joe from IBM.
00:02:18.780 He sat down with me.
00:02:19.940 He showed me what we do.
00:02:21.080 We changed the systems.
00:02:22.280 We brought them on board.
00:02:23.140 This is the money that we spent.
00:02:24.180 And we ended up saving $2.8 million.
00:02:26.640 And our speed went from 48 seconds to now 17 seconds thanks to IBM.
00:02:31.240 Marketing, sales.
00:02:32.920 Number two.
00:02:33.920 Sales is math.
00:02:35.740 Marketing is art.
00:02:36.800 Remember back in school, you had art classes and music and drama and then you had math?
00:02:41.520 You go and do math.
00:02:42.520 It's very logical.
00:02:43.580 3 plus 3 is 6.
00:02:45.000 This is the Pythagorean theorem, right?
00:02:47.420 A square plus B square equals C square.
00:02:49.900 You know, this is trigonometry, math analysis.
00:02:51.960 No one leaves a math class saying, I can't wait to go home and tell my mom about this emotional
00:02:56.460 moment I just had in math analysis class.
00:02:59.460 I mean, I just connected.
00:03:00.960 It reminded me of my family.
00:03:02.680 No one does it because it's logical.
00:03:04.120 It's sales.
00:03:04.520 Boom, boom.
00:03:04.880 Makes sense.
00:03:05.260 We go home, right?
00:03:06.560 Drama, art, music.
00:03:08.220 You sit there in a classroom.
00:03:10.000 Mary goes up in drama class.
00:03:12.360 Shakespeare, she does this part and you come, you sit there like, oh my gosh.
00:03:16.620 She was amazing.
00:03:17.580 She made me cry.
00:03:18.440 I can't believe I cried.
00:03:19.720 You go home, you tell your mom, mom, I cried today in drama class.
00:03:23.160 Mary made me cry.
00:03:23.940 It was amazing, mom.
00:03:25.720 And then you tell your sister at night, Cindy, Mary made me cry.
00:03:28.900 And you share that experience.
00:03:30.540 You experience art, drama, music.
00:03:33.160 You don't experience math because it's logical.
00:03:35.240 Both effective, but one you share, one you don't.
00:03:38.720 Number three.
00:03:39.580 Here's another example between sales versus marketing.
00:03:41.900 Sales.
00:03:42.480 When a guy wants to go to a girl in Florida at a nightclub, right?
00:03:45.380 He goes up to her.
00:03:46.500 Can I buy you a drink?
00:03:47.560 You look good.
00:03:48.640 That's sales.
00:03:50.380 Marketing is attracting.
00:03:52.160 She comes and talks to him.
00:03:53.520 Now, how do you do that?
00:03:54.100 Now, let's take Mario for an example here on this video.
00:03:57.560 I know Mario very well.
00:03:59.100 I've known him since he was 18 years old.
00:04:00.720 Mario's got strong muscles.
00:04:02.440 He's a good looking guy.
00:04:03.760 He's a nice guy.
00:04:04.860 He's got a big heart.
00:04:05.900 He works very hard.
00:04:07.600 He's all about love.
00:04:08.640 He's great with kids.
00:04:09.860 He's amazing.
00:04:11.080 Any woman would be lucky to date a guy like Mario, right?
00:04:15.380 That's what you call marketing.
00:04:16.880 For all the ladies who reach out to Mario and send a direct message on Instagram or social
00:04:22.020 media or Snapchat, that's what you call marketing versus Mario sending you a message saying you
00:04:26.780 look good.
00:04:27.160 Do you want to go out?
00:04:27.960 See the difference?
00:04:28.800 Number four.
00:04:29.700 Here's the difference between having worked with a lot of salespeople, how they're driven
00:04:32.780 versus marketers.
00:04:34.640 Salespeople get over rejection quickly.
00:04:37.300 Someone rejects them, they're over it.
00:04:39.140 They forgot about it.
00:04:39.960 They don't even know what happened.
00:04:41.020 They move on, right?
00:04:41.760 At least somebody that's been in sales for some time.
00:04:44.520 Marketers, oh my gosh.
00:04:46.800 If you say one thing about their marketing strategy, not good, they're sensitive.
00:04:50.660 They're hurt.
00:04:51.440 They are more sensitive.
00:04:52.940 Why?
00:04:53.600 Because they're more creative.
00:04:55.300 Creative people generally are more sensitive to criticism versus salespeople.
00:05:00.240 Salespeople are like, I'm good.
00:05:01.220 I'll move on.
00:05:02.000 These guys are going to take you personally and it can hurt them a lot.
00:05:04.920 So whenever you're trying to give them feedback, it's got to be slightly different than
00:05:08.220 when you're giving salespeople feedback.
00:05:09.600 Number five.
00:05:10.340 Here's another dynamic between sales versus marketing.
00:05:12.700 If you're a CEO, you're running a business and you didn't hit your numbers last quarter,
00:05:16.840 right?
00:05:16.940 You're kind of upset.
00:05:18.200 If you want immediate results for you to hit your numbers next quarter, drive sales.
00:05:22.320 It's all sales because it's immediate.
00:05:23.940 But if everything's going good, your numbers are looking good and you want to have an incredible
00:05:28.040 next year, 2019, 2020, you got to focus on marketing.
00:05:31.960 Let me explain to you from personal experience.
00:05:33.800 Last July, 2017, we sold 1,800 insurance policies in one month.
00:05:39.560 Last July.
00:05:40.640 This July, we sold 4,599 in one month insurance policies.
00:05:48.320 It wasn't just sales.
00:05:49.760 We drove marketing.
00:05:51.140 We had marketing campaigns.
00:05:52.740 We got to think about a year, year and a half from what we can do to exponentially grow
00:05:55.620 and we focused on this.
00:05:57.100 So sales drives linear, marketing drives exponentially.
00:06:01.980 Number six.
00:06:02.980 One of the conversations you'll hear about in business is about attracting leads, right?
00:06:05.980 No matter what kind of leads you're getting, internet all over the place.
00:06:08.940 But sales is about converting leads.
00:06:12.680 Marketing is about generating leads.
00:06:15.380 So this guy gets a lead, then he goes, works it and sells it, right?
00:06:19.160 And hoping he gets referrals back so he can sell again if he's a prolific salesperson.
00:06:23.900 But on the other side, marketing brings leads.
00:06:27.700 You're not chasing it.
00:06:28.580 It's constantly generating leads left and right because you have a marketing campaign
00:06:32.640 that's coming to you rather than you going to them.
00:06:35.180 Number seven.
00:06:35.940 Here's another difference between sales and marketing.
00:06:38.100 Sales people are about selling themselves first.
00:06:40.960 I come to you and I say, let me tell you why I can take care of you.
00:06:43.460 Here's what I've done.
00:06:44.300 Here's who I am.
00:06:45.100 I'm great at what I do.
00:06:46.080 I'm prolific.
00:06:46.680 I'm amazing.
00:06:47.660 And here's the company I offer.
00:06:49.140 And here's the product and services we sell.
00:06:50.980 Do you want to do business?
00:06:51.900 That's sales, right?
00:06:52.540 But marketers say, this is a product.
00:06:55.700 And this product can change your life.
00:06:58.040 This experience can change your life.
00:07:00.660 Product first.
00:07:02.340 People first.
00:07:03.660 Both matter, but they each have different way on their view.
00:07:07.040 What's number one?
00:07:07.840 Number eight.
00:07:08.640 This one's going to be very complicated.
00:07:10.080 You, the CEO, you, the entrepreneur, have to know how to manage this too.
00:07:13.080 And here's what I mean by it.
00:07:14.880 Salespeople will generally get upset with these guys and they'll come to you and say this.
00:07:18.540 Listen, Pat.
00:07:19.620 Look what I did last month.
00:07:20.960 Do you realize what I did for you last month?
00:07:22.600 Look at the numbers on what we did for you last month.
00:07:24.960 We did a million dollars last month.
00:07:26.640 We did $600,000 last month.
00:07:28.400 Why the hell do you give these marketers so much credit in the budget?
00:07:31.500 We're the ones that are doing everything.
00:07:33.380 ROI.
00:07:34.620 I can show you your return on investment for me.
00:07:37.760 Here's your return on me.
00:07:40.360 That's sales.
00:07:41.760 Marketers.
00:07:42.760 You go up to them and say, well, how can we measure the success of this last campaign you
00:07:46.460 guys did?
00:07:46.760 I can't measure the success.
00:07:48.060 It's not about measuring success.
00:07:49.960 It's about long term.
00:07:51.320 It's about five years from now.
00:07:52.820 It's about 10 years from now.
00:07:54.080 It's about winning the best commercial of the year.
00:07:57.140 It's about winning the best campaign of the year.
00:07:59.280 It's about this.
00:07:59.840 And by the way, they're obviously BSing half the time, but if these guys get one right,
00:08:05.140 a 1984 Apple commercial till today is known as the greatest commercial.
00:08:11.380 Marketers put it together, not salespeople.
00:08:14.080 Both matter.
00:08:15.360 Someone's got to do the selling.
00:08:16.960 Someone's got to do the marketing.
00:08:18.500 But this is the ROI debate.
00:08:20.080 And you have to know what they're going to sell to you and what these guys are going to sell
00:08:22.880 to you.
00:08:23.580 Number nine.
00:08:24.520 Here's the last one.
00:08:25.160 A lot of marketers are probably not going to like this, but it's the truth.
00:08:27.340 Marketers get paid a salary.
00:08:28.480 They get paid no matter what they do.
00:08:29.860 They're going to get paid.
00:08:30.560 And typically, marketers don't get fired right off the bat.
00:08:33.620 Marketers are going to have a month, two months, three months, six months before maybe a year
00:08:37.160 later they get fired.
00:08:38.100 They're going to get their salary safe, warm, fuzzy.
00:08:40.360 Everything is good.
00:08:42.020 Salespeople are commissions.
00:08:43.520 These guys don't sell.
00:08:44.240 They don't make money.
00:08:45.320 They work very hard chasing a sale for sometimes six months and the customer says no.
00:08:50.600 And they still don't get paid.
00:08:52.000 And they still need to do the work.
00:08:53.300 That's why sales get so much respect for what they do.
00:08:56.620 And these guys get the glory for hitting one home run.
00:09:00.060 But everybody talks about it.
00:09:01.300 Thanks, everybody, for listening.
00:09:02.600 And by the way, if you haven't already subscribed to Valuetainment on iTunes, please do so.
00:09:07.200 Give us a five-star.
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00:09:10.100 And if you have any questions for me that you may have, you can always find me on Snapchat,
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00:09:16.140 Just search my name, PatrickVidDavid.
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00:09:23.040 With that being said, have a great day today.
00:09:24.780 Take care, everybody.
00:09:25.500 Bye-bye.