Promote a Product, Service, or Idea to Achieve a Desired Outcome
By Peter Lyle DeHaan
Every business or organization has a sales and marketing function. It’s only the details that vary. They may have an existing department, or two, to address this need. Or the sales and marketing functions may fall under the purview of an individual, manager, or department. Regardless of whether it’s structured or ad hoc, every group has a promotional element integral to it.
Some businesses sell a tangible product. It’s something that customers can see and touch. It displays nicely on brochures and in ads. Buyers can hold it in their hands or try it. It’s real.
Other businesses sell a service. A service is intangible. Buyers can’t perceive it with their five senses. They realize benefits only after using the service. To sell service requires painting a picture of what life will be like once they’ve used the service. This is a harder sell because there’s a delay between making the purchase and realizing the desired outcome. Amid this uncertainty, it’s easy for the hesitant buyer to say no.
Some organizations—especially nonprofits—sell ideas. They promote concepts. Often their promotion efforts revolve around asking for donations. They use these contributions to cover overhead, fuel more sales and marketing initiatives, and address the needs of their target audience. They may even use a form of sales and marketing to find and reach out to their clientele, the population they seek to serve.
Beyond businesses and nonprofits, however, individuals must also use these tactics throughout their life. Whether it’s finding a job, promoting a cause, or successfully interacting with family and friends, each interaction has some degree of sales and marketing—even if we don’t call it that.
We must be able to successfully promote ourselves (sales and marketing) to land a job. The same applies if we’re advocating for a cause or pitching an idea. And many interactions with family and friends involve a degree of negotiation—from “Pick up your room,” to “I think we should buy this car,” to “Which restaurant do you want to go to?”
If we don’t fairly present our perspective, we lessen the chance of realizing the outcome we want or find acceptable. At the root of this idea of influencing others to achieve a desired outcome is sales and marketing.
That’s why this book is important. Everyone’s involved in sales and marketing to one degree or another. It’s just that most people who don’t carry a sales-and-marketing related title don’t realize this truth. Whatever your position or situation, it’s important to master effective sales and marketing. This book will get you started. It will be up to you to apply these principles.
Read more in Peter Lyle DeHaan’s Sticky Series books, including Sticky Living, Sticky Customer Service, Sticky Sales and Marketing, and Sticky Leadership and Management featuring his compelling story-driven insights and tips.
Peter Lyle DeHaan is an entrepreneur and businessman who has managed, owned, and started multiple businesses over his career. Common themes at every turn have included customer service, sales and marketing, and leadership and management.
He shares his lifetime of business experience and personal insights through his books to encourage, inspire, and occasionally entertain.