top of page
  • LinkedIn
  • Instagram
  • Whatsapp

Why Sales Is Important for Marketing

Writer's picture: klub zeroklub zero

Updated: Aug 18, 2024

Why FMCG (Fast Moving Consumer Goods) companies often insist on candidates spending a significant amount of time in sales roles before transitioning into marketing positions.


Multiple FMCG companies logo that understand that sales is important

list of things Why Sales Is Important for Marketing


1. Clearing Bias

We all come into the business world with preconceived notions and biases about how things should be done, especially regarding marketing strategies. However, when you're on the front lines of sales, these biases quickly get challenged and often debunked.


For example, let's say you believe that aggressive digital marketing is the key to boosting sales. But when you're out there interacting with customers and retailers, you realize that factors like product visibility, shelf space, and pricing play a more significant role in influencing purchasing decisions than you initially thought.


Consider this scenario: You may have assumed that running flashy social media campaigns would drive sales, but during your sales stint, you discover that customers are more swayed by in-store product displays and promotional offers. This firsthand experience helps you see the bigger picture and understand the intricate dynamics of consumer behavior.



2. Customer vs. Consumer Differentiation

In the FMCG realm, it's crucial to distinguish between customers and consumers. Your end consumers are the individuals who ultimately use your product, while your customers are the retailers who stock and sell your products. Often, success hinges on persuading retailers to carry your product, as no matter how excellent your marketing efforts are, if the product doesn't make it to the shelves, it won't reach the consumers.


Here's where your experience in sales comes into play: Suppose you're promoting a new energy drink. You may have designed flashy advertisements and targeted social media campaigns to appeal directly to consumers. However, during your sales tenure, you realize that convincing retailers to stock your energy drink requires more than just flashy ads. You need to demonstrate how your product will fly off the shelves by highlighting its popularity and demand among consumers. This hands-on experience equips you with the skills to bridge the gap between consumer demand and retailer stocking decisions.



3. Moving Beyond Numbers

While sales figures are undeniably crucial metrics for assessing performance, relying solely on numerical data can be shortsighted. Sales numbers may provide insights into which regions are performing well or which products are best-sellers, but they often fail to capture the nuanced realities on the ground.


For instance, let's say your company's sales data indicates a decline in a particular product's performance in a certain region. A purely numbers-driven approach might lead to decisions like increasing marketing spend or offering discounts. However, when you're actively engaged in sales, you may uncover underlying factors contributing to the decline, such as shifting consumer preferences or increased competition. Armed with this nuanced understanding, you can advocate for more targeted marketing strategies that address the root causes rather than just the symptoms.



4. Refining Market Research

Successful marketing hinges on a deep understanding of consumer perceptions and preferences. Running market research surveys and analyzing data can provide valuable insights, but nothing beats direct interaction with consumers in the field.


Imagine you're tasked with launching a new line of organic skincare products. Your market research indicates a growing trend towards eco-friendly and sustainable products, so you position your brand as a leader in the green beauty space. However, during your sales stint, you discover that consumers in certain demographics are more concerned about affordability than sustainability. This firsthand insight prompts you to pivot your marketing strategy, emphasizing value for money alongside eco-consciousness, to resonate better with your target audience.


In conclusion, while a career in sales may not seem directly aligned with marketing, the invaluable lessons learned on the front lines provide a solid foundation for effective marketing strategies. By gaining firsthand insights into consumer behavior, retailer dynamics, and market realities, sales experience equips marketing professionals with the tools they need to drive sustainable growth and success in the FMCG industry.

38 views

Commentaires


bottom of page