Marketing:

• identifies appropriate prospects
• effectively communicates image and capabilities of the firm
• creates awareness of, and emphasizes an appeal—a differentiation factor—about the firm
• perfects customer service
• requests feedback from clients on a regular basis
• anticipates and meets needs Marketing often necessitates cultural changes at every level in the firm

Ultimately, marketing strives to make all interactions with your firm (aka “moments of truth”) into positive experiences.

Selling is:

• • proactive seeking of prospects
• • interacting to qualify prospects
• • effective acknowledgment of the prospect’s concerns
• • closing the sale—getting hired
• • following up and staying in contact when not hired

Successful sellers use active listening skills and demonstrate the ability to meet the prospect’s needs by conveying competence and confidence. Sellers rely on public perception of expertise and/or excellence—a product of marketing; therefore, they feel obligated to meet these expectations and to follow through impeccably.

As with marketers, successful sellers also create positive moments of truth, even if the firm is not hired, by representing the firm well.

Marketing and sales overlap slightly, and depend on each other, but they are distinctly different.