October 2010 | Volume 28 / Number 5
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Do You Have a Sales Prevention Department in Your Company? Part 1
By Nadji Tehrani,
Chairman and Founder, Technology Marketing Corp.
Back in the February 1994 issue of Telemarketing™ magazine (the parent publication of this magazine), I wrote an editorial with the above title. Since then, I have received several inquiries about this very important topic. In fact, as recently as last week, we had yet another request for a copy of this editorial. Based on the extreme importance of this topic, I decided to revisit this matter and expand upon it with greater detail.
Most Companies Have One, But They Don’t Know They Do
As I indicated in my editorial in 1994, many companies actually have a sales prevention department, but they are completely unaware of this fact. When I say “sales prevention department,” I don’t mean that these companies literally have a separate department with that title. However, the regular violations of certain important rules that I have indicated in this editorial actually constitute a cancerous problem within many companies. To succeed in business, you need to understand your customer’s needs as well as your customer’s needs.
Sales And Marketing Are Everything In Every Company
As you may know, I have been a student of marketing for the last 25 years. In fact, we do have a marketing test at TMC that 99 percent of the marketing managers who have taken it have failed. In my view, the test is a simple one and contains the basic knowledge that every true marketing manager must possess. There is no point in hiring a marketing manager who cannot even define marketing. In many of my previous editorials, I have elaborated on this topic, as you may know.
In many companies, the sales department is regarded as the most important department in the company. Of course, here at TMC, we do not subscribe to this thinking, because we feel every department is equally important. Having said that, my frequent associations with many CEOs within our industry and elsewhere have led me to believe that most companies, in fact, consider the sales department one of the most the important, if not the most important department.
In my way of thinking, this is not true. I feel that if you are going to rank the departments, marketing should come ahead of the sales department. Here is why.
All Sales Begin with A Sales Lead
Among the paramount responsibilities of the marketing department are to create awareness about the company, articulate the benefits of dealing with the company and highlight the company’s differentiation from its competitors. The cumulative results of the above mentioned marketing functions eventually lead to the all-important lead generation that is vital to any company’s growth and prosperity. In other words, the sales department will be crippled if the marketing department does not generate a stream of continuous, qualified sales leads for the sales department.
Among the paramount responsibilities of the marketing department are to create awareness about the company, articulate the benefits of dealing with the company and highlight the company's differentiation from its competitors.
Sales Prevention Diagnostics
Having stated the above importance of the sales and marketing departments, there are many details that need to be addressed if sales prevention is to be avoided. In this editorial, I will try to refer to as many of these problems as possible, and I ask our valued readers to address whichever factors that are most appropriate for their situations. Here are the areas that are most likely to contribute to sales prevention:
To read on about sales prevention, check out our November issue for Part 2 about this very important topic.