Strategies

The Importance of Networking for Black Entrepreneurs

Black-Business-Networking

Introduction
Networking is a powerful tool for any entrepreneur, but it holds particular significance for Black entrepreneurs. Establishing strong professional connections can open doors to new opportunities, resources, and support that can be pivotal in overcoming the unique challenges faced in the business world.

Understanding Networking

Networking in the context of entrepreneurship involves building and maintaining relationships with individuals and organizations that can provide support, information, and opportunities for your business. This can take various forms, including:

Formal Events: Conferences, seminars, and industry meetups.
Social Media: Platforms like LinkedIn, Twitter, and specialized online communities.
Casual Meetups: Informal gatherings, community events, and local business groups.
Why Networking is Crucial

Access to Resources:
Networking can provide access to valuable resources such as funding, mentorship, and information. Connecting with investors, advisors, and experienced entrepreneurs can significantly enhance your business’s growth prospects.

Opportunities for Collaboration:
Building relationships with other entrepreneurs can lead to potential partnerships and collaborations. This can help you expand your business, share resources, and access new markets.

Learning and Development:
Networking offers opportunities to learn from others’ experiences and gain insights into industry trends and best practices. Engaging with peers and mentors can provide you with new ideas, feedback, and strategies to improve your business.

Tips for Effective Networking

Be Genuine:
Authenticity is key in building trust and lasting relationships. Be yourself and show genuine interest in others. People are more likely to connect with you if they feel your sincerity.

Follow Up:
Maintain contact after the initial meeting to solidify the relationship. Send a thank-you email, connect on social media, and schedule follow-up meetings or calls to keep the relationship active.

Leverage Social Media:
Platforms like LinkedIn can be powerful tools for expanding your network. Regularly update your profile, join relevant groups, participate in discussions, and share valuable content to increase your visibility and connect with like-minded professionals.

Personal Stories

Sharing stories of successful networking experiences can inspire and motivate others. Here are a few examples from Black entrepreneurs within the Black Business Diary community:

Amina’s Journey: Amina, a tech entrepreneur, connected with a mentor at a startup conference. This mentor helped her refine her business model and introduced her to an investor who provided the seed funding she needed.

Carlos’ Collaboration: Carlos, a fashion designer, met another designer at a local business meetup. They decided to collaborate on a new clothing line, which combined their unique styles and opened up new markets for both.

Conclusion
Networking is not just about exchanging business cards; it’s about building meaningful connections that can support and propel your entrepreneurial journey. By investing time and effort into networking, Black entrepreneurs can unlock new opportunities and navigate the business landscape more effectively.

Join the Black Business Diary community to connect with like-minded entrepreneurs and access a wealth of resources and support. Engage with us today and start building the network that will help you achieve your business goals.

Nurturing Potential: A Roadmap for Youth Empowerment in Rural Western Africa

Nurturing Potential: A Roadmap for Youth Empowerment in Rural Western Africa

Introduction:

In the heart of Western Africa, where vibrant communities thrive amidst the vast landscapes, youth empowerment is not just a goal; it’s a pathway to transformation. At Black Business Diary, we are committed to empowering the youth in rural areas, equipping them with essential skills to not only navigate challenges but to lead and innovate within their unique contexts. This blog post is a guide to practical tips and tailored resources for mastering key skills crucial for the development of youth in rural Western Africa.

The Essence of Skill Development in Rural Contexts

1. Leadership Skills for Community Impact:

In rural Western Africa, leadership takes on a communal significance. Encourage youth to embrace leadership roles within community-driven projects. Provide guidance on consensus-building, effective decision-making, and collaborative problem-solving. Tailor leadership development initiatives to align with the cultural nuances of the region.

2. Cultivating Effective Communication in Diverse Settings:

Communication in rural communities often involves bridging diverse perspectives. Offer insights into effective communication within tight-knit communities. Advocate for storytelling, local dialect usage, and interpersonal skills that resonate with the rich tapestry of cultures found in rural Western Africa.

3. Project Management Techniques Aligned with Local Realities:

Recognize the unique challenges of project management in rural settings. Introduce project management tools and techniques that accommodate limited resources and connectivity. Showcase successful projects from similar contexts, demonstrating practical and achievable approaches to implementation.

Tailored Tips for Skill Development

A. Rooted Goal Setting:

Start with goals that resonate with the immediate needs of the community. Empower youth to set goals that align with local aspirations, ensuring that their endeavors contribute meaningfully to the sustainable development of their surroundings.

B. Holistic Learning Within Local Contexts:

Advocate for learning that integrates traditional knowledge with contemporary skills. Recommend local mentors, community elders, and traditional institutions as valuable sources of wisdom, supplementing formal education with insights rooted in the region’s history and culture.

C. Community-Centric Networking:

Emphasize the importance of community networks. Guide youth on building connections with local leaders, businesses, and grassroots organizations. Encourage attendance at community events and celebrations as platforms for networking and collaboration.

Tailored Resources for Skill Development

1. Localized Workshops and Webinars:

Highlight locally organized workshops and webinars that address the specific needs of rural youth. Showcase events that focus on agricultural practices, community development, and sustainable entrepreneurship.

2. Storytelling and Oral Tradition:

Recognize the power of storytelling in rural communities. Recommend resources that leverage oral tradition, folklore, and community narratives as tools for communication and preserving cultural heritage.

3. Partnerships with Local NGOs:

Forge partnerships with local non-governmental organizations (NGOs) that understand the intricacies of rural development. Showcase programs that provide mentorship, training, and resources tailored for youth in Western Africa’s rural areas.

Conclusion:

In the vast landscapes of rural Western Africa, the empowerment of youth is a transformative journey. By tailoring skill development initiatives to the unique context of these communities, we not only nurture individual potential but also contribute to the collective prosperity of the region. Together, let’s build a future where the youth of rural Western Africa lead with resilience, creativity, and a deep understanding of their roots, shaping a legacy that reflects the richness of their culture and the promise of sustainable development.

To Meet or Not to Meet…What are the Questions?

Meetings can be a total waste of time or a powerful and productive communication tool that solve problems, stimulate ideas, promote team spirit and generate action. The results lie totally in how they are run. Organized and well-managed meetings will inevitably produce effective results. Whereas, meetings that are poorly managed lack purpose and focus are a total waste of an organization’s time and money.

From my observations working with hundreds of different companies, I have noticed that people seem to be meeting more, enjoying it less and frustrated that they have so little time to get their “real” work done. They talk about meetings as being a “necessary evil.” Research conducted by the Annenberg School of Communications at UCLA and the University of Minnesota’s Training & Development Research Center show that executives on average spend 40-50% of their working hours in meetings. The studies also point out that as much as 50% of meeting time is unproductive and that up to 25% is spent discussing irrelevant issues.

I have certainly had more than my fair share of the good, the bad and the ugly meetings, both as a paid employee and as a volunteer. I have also experienced the wonderful sense of satisfaction from productive sessions, as well as the frustration and anger from ineffective sessions. I believe that the key to success lies not only in the preparation and organization, but also in the way in which the meeting is managed. When ego and power can be put aside, it is so much easier to get on with the task at hand.

All of this begs to ask the question, “Are meetings really necessary?” Well, sometimes they are and sometimes they aren’t. Wisdom is knowing the difference and fully understanding this primary question.

Are Meetings Really Necessary?

Inherent as part of our society is the need to come together with others to share information, make decisions, plan, discuss, talk things over, argue, question, iron out differences, compare notes, gossip, and much more. Families, schools, clubs, businesses and governments comprise groups of men, women and children all coming together for a specific purpose. All of this means that meeting is a natural function of our existence.

As humans we need the connection with others to survive. Very few people chose to be a hermit and seclude themselves from others. Although, I am sure, like me, many of you reading this may have fantasized about being alone on a desert island, far away from the trials and tribulations of everyday life. We also need to belong, communicate and share a common purpose with likeminded individuals.

The reality is that doing things alone for any length of time is counterproductive. It is only when we work in partnership with others and pool our resources that things get done in a more efficient and effective way.

Meetings are becoming even more necessary for people’s survival with the plethora of entrepreneurs operating from home-based businesses, employees telecommuting or working endless hours in front of computer screens. The need for human interaction is critical.

Not to mention the fact that meetings also minimize or eliminate many of those popular time-wasting activities such as phone tag, unnecessary e-mails, or volumes of paper.

But, when we consider the myriads of business meetings that take place every year, there are many, you know as well as I, which should never have taken place. Now the $64,000 question is “When to hold a meeting (and when not to)?

Thirteen Reasons to Hold a Meeting?

Deciding to hold a meeting should be a serious consideration since there are so many costs involved, direct and indirect – people’s time and productivity, for example. So, the first thing is for the person wanting to hold the meeting to determine how necessary it is to meet. Here is a list of thirteen major reasons people need to meet:

To communicate or request vital information.

When you need a group consensus.

To respond to questions or concerns.

When you need a decision or an evaluation on an issue.

When you need acceptance or support of an idea.

To sell an idea, product or service.

To brainstorm ideas.

To solve a problem, conflict or difference of opinion.

To generate a sense of team spirit.

To provide training or clarification of a project.

To alter perceptions or attitudes.

To provide reassurance on an issue or situation.

To create an awareness or interest in an idea, situation or project.

Thirteen Reasons Not to Hold a Meeting?

Meetings can easily become addictive, so before you schedule another meeting for the sake of it, check to make sure that you are not meeting for the wrong reasons. Here are thirteen reasons not to hold a meeting:

When you meet for the sake of meeting – same time, same place, every week.

When someone’s ego gets in the way and they want to look important and in control.

When the information could be communicated another way.

When key people are unavailable.

When participants don’t have time to prepare.

When your decision is made and you don’t want any input.

When your decision is controversial and is likely to create resistance.

When the costs are greater than the benefits.

When other issues blur the decision at hand.

When the subject matter is confidential.

When nothing would be gained or lost by not having a meeting.

When you have nothing else to do and want to look busy.

When you want an excuse to get out of the office.

Eight Common Meeting Substitutes

If after careful consideration you decide that your meeting isn’t necessary, how else can you communicate your thoughts, ideas, or suggestions? Aside from telepathy and carrier pigeon, here are eight common meeting substitutes:

Arrange a telephone conference call.

Write a memo (no longer than a page).

Write a brief report.

Fax your information.

E-mail your information.

Post the information on your company’s intranet.

Arrange a series of one-on-one discussions.

Do breakfast, lunch or dinner, especially when you want to get to know the other person better.

Trade Show Success Happens When You Plan Ahead

Participating in a trade show involves a significant investment of time and money – and your business depends on getting a good return on this investment.

Here are 10 easy ways you can plan ahead for a successful trade show:

1) You can avoid incurring extra fees when you exhibit in a trade show by ensuring that you don’t miss any of the deadlines related to registering and exhibiting. Costs go up by a big percentage after the registration and payment deadlines pass, so it’s worthwhile to submit your application as early as possible – and to keep good files on each trade show you’ll be participating in.

2) You can usually count on the safe arrival of everything you ship to a trade show. But shipping isn’t always reliable – and what if part of your trade show booth display, your literature, or other components don’t arrive in time? As part of your planning process for the show, you should come up with a plan of action for such a situation, so you’ll be prepared to salvage your presentation.

3) Although receiving a really big order at a trade show can be exciting, you may want to check with other wholesalers to see whether the company that placed the order has a history of paying promptly and in full. Unfortunately, new exhibitors at trade shows are a frequent target for scammers who place a large order and disappear after receiving it, without paying the big bill they owe the supplier. Of course, large orders can also be perfectly legitimate; so protect your business by exercising caution and checking the company’s references carefully.

4) You can use trade shows to test and refine your new product concepts without spending any money on fully producing them in quantity. Bring a sample or two of a new product to a show, and get customers’ feedback on it. If it’s a hit, go ahead and take orders for the item and schedule delivery dates that will allow for your production time. If the item needs to be reworked to incorporate customers’ suggestions – or if it doesn’t generate the interest you hoped – it’s easy to alter or completely scrap the idea without losing money on production.

5) Your trade show booth may be approached by independent sales reps looking for lines to represent. If you’re interested in selling your products through a sales rep, consider ahead of time what commission you would be able to pay a rep and still be able to meet your expenses and turn a profit. With that information in mind, you’ll be prepared to have a productive meeting with a sales rep during or after the trade show.

6) Develop a concise, detailed production plan so you’ll know how exactly long it takes you or your supplier to produce certain quantities of your products. Then pad your estimate time slightly. That way you have a high likelihood of meeting your quoted delivery deadlines, and may be able to pleasantly surprise your customer by delivering early. It’s important to know your production time before you go to the show, so you can give your customers accurate delivery dates.

7) When getting ready to travel to a trade show, pack your displays and booth items with quick setup in mind. The things you’ll need first for setting up your booth should be on the top when you open your boxes. At the bottom of your boxes should be the last things you’ll need for setting up.

8) If the show promoter provides table covers for each booth, bring your own table runner with your logo on it. You can arrange it over the provided table cover to make your display stand out from the others.

9) Keep your own written record of the weight of each shipping case, both empty and full. That way you can ensure that you’re being charged for the correct weight by the drayage company and the contractor.

10) Set up your trade show display with “easy information” in mind. Information your potential customers may want to know should be easy for them to find intuitively at your booth, if you’re busy with another customer. You can use signs and literature with clear, visible headlines to answer frequently asked questions about your minimum orders, pricing, shipping, etc. If customers have to wait for you to answer their questions and can’t easily find the information they need, they’ll move quickly on to the next booth.

To Make More Sales, Get Out There and Network!

Do you have a routine of networking? If you are not reaching out on a regular basis, how will people know about you? You have to show up to networking groups consistently and persistently to build relationships.

Remember, EVERYONE you speak with is a potential client, referrer, center of influence, or joint project partner. Once you start viewing each person you meet as one of these things, it becomes easier and easier to engage in small talk at events.

When people ask you what you do, give them a compelling answer. Don’t be shy – speak form your heart about what you do. It’s what you believe in, so speak with passion. Get out there and TOOT your horn! Why keep yourself a secret?

Join associations and groups where you can rub elbows with your prospects in large numbers. To ensure you are attending regularly, plug meeting times into your calendar for the entire year. Keep in mind, you are building relationships with clients for the long haul. People are mulling your services over – just keep reminding them how remarkable you are – eventually they will do business with you or refer an associate.

One thing that is important for you to realize is that people aren’t waking up in the middle of the night thinking I need a {fill in your profession here}. Instead, they are thinking about their problem: I don’t have enough money, I’m in pain, I need to lose weight, I need to get out of debt, I need to save for my kids’ education, and so on.

Your products or services provide them with a solution. But, services are generally an investment that people want to consider for a while. And so, part of your role as a remarkable marketer is to make sure you stay in front of them to remind them of the value you offer.

Here are a few ideas beyond networking events to help you stay in front of your customers and prospects:

-Give speeches about your area of expertise at the events your clients and prospects attend.

-Give free educational seminars.

-Write articles that give tips and advice to help your clients. Post these on your website in a resource area, send them in a print newsletter, or slip them in a handwritten note to your client.

-Provide free seminars online and send out an e-mail invitation.

-Provide a free newsletter with helpful advice.

-Create a blog that provides valuable information.

-Attend networking events consistently.

-Ask clients, prospects, and referrers for “coffee dates.”

Remarkable networking is not about quantity; it’s about quality. It’s enjoyable, and it enriches the lives of both parties. If you want others to open the door for you, open it for them first. Building relationships takes time and patience, but it will serve you for life. People trust people who are their friends.

Often when we have a goal of making a sale, we try just once or twice and then give up. We say, “Well, I guess it’s just not going to happen.” To be truly successful, keep at it! This is true with networking and reaching out to prospects. Successful business owners are not at the top of their game because they are “naturals.” It’s because they don’t give up. When at first they don’t succeed, they try again and again and again until at last…they realize their goal.

Ultimately, people buy from people they trust and feel like they know. Eventually, you will get work from your networking efforts because you just happen to be in the picture at an opportune time. Or, it may be they have an associate who is looking for a service or product you have to offer, and who better to recommend than you?!

Keep in mind, you aren’t going to stay in business if you keep yourself a secret – so get out there and make sure people know about what you offer when they are ready to buy!

Selling to a Woman Vs Selling to a Man

Different approaches should be taken when selling products or services to a man when compared to a woman. As they say that men are from mars and women from Venus both of them think very differently and hence, their thinking should be influenced by different methods.

For example, when a man decides to buy a car he looks out for the latest model, speed, mileage, etc. But when a woman goes out to buy a car she will choose a car depending on the color. She would like it match it either with her work dress or accessories like watch and will be concerned whether there is enough space to store her necessities. Because their psychologies differ so much, they should be convinced to buy a product using different methods.

Presentation is also very important. The salesperson talking to a male client doesn’t have to concentrate much on looks and cleanliness. It is okay if he doesn’t have the required documents on hand and his sleeves are folded up. But when the same salesperson is referring to a female client, he should be spotless from head to toe. He should comb his hair properly, have manicured nails and even his shoes should be well-polished. The salesperson should be prepared with all the necessary documents before hand and shouldn’t go rushing in front of the customer. Women seek perfectionism.

Words should be spoken with extra care in front of a woman customer. Women are better listeners and they will analyze each spoken word. A lot of emotion should be involved in the talking because women are drawn to emotions immediately. Like when selling clothes to a lady, tell her how you will feel bad for her if she has to sweat badly in the summer due to her nature of job. Pick a nice cotton dress for her and ask her to try it. The customer will be highly touched and will take less time to buy the product. Seventy five percent of the job is done if she is won emotionally.

Next important point is to never stop talking in front of the female customer. The moment the salesperson stops talking, she will start thinking deeply about the product and will start examining every detail of the product and will give a second thought to the product. Women have the capability of multi-tasking. They will be able to listen as well as read the manual at the same time. So keep her involved into many things at a time. A man lacks the talent of multi-tasking. If a male client gets involved with something else, stop speaking immediately because he will be unable to concentrate on both the things and it will lead him into a confusion state.

Another point to be taken care of is, it’s not a good idea to have a woman salesperson when a male client is to be handled. Women talk a lot and men are bad listeners. The woman salesperson will go on and on about the product and the man will just nod his head without getting any meaning out of it. They will not able to express properly whether they are getting the point or not. But on the other hand, a woman client can easily express how much she has followed. Even if they don’t speak it out, her facial expressions will tell it all. So when a salesperson is dealing with a female customer, he or she should watch out for the client’s expressions. If she shows any state of confusion or dislike, try taking a different approach.

Men clients can be made to understand about the product by simply drawing the outlook of the product using a simple pen and paper. Men have a good capability of visualizing the three dimensional images of the product which is being referred to. But women are not so good that. To present a clear picture, the sample or the actual product should be shown to her.

Complimenting a male customer is a very good idea. He will be over whelmed and will take it in a good sense. But a woman is a careful listener, so any compliment should be given with extra care. Any fake compliment will be immediately detected.

Attributes of a Successful Selling Strategy

The first attribute of a successful selling strategy is a website that provides information about the products and the service they are providing. The advantage of that is we can sell those products and services online. Selling is a talent to be cultivated. It requires a lot of understanding to find what the customer is looking for and then fulfilling his needs.

It is very important to get the complete attention of reader. The content of the message should be make reader think. This can be achieved by using power words, along with color and visuals. Once the attention is grabbed, it should be retained till the end of the message. The customer should be prompted to take some action and their involvement should be sought. They can be made to sign up for newsletters or can be made to take the survey by visiting the company’s website.

The consumer should be convinced to buy the product. All the features of the company should be specified, with the more relevant ones on the top. They should be explained logically through these points how the products will fulfill their needs or solve their problems. It does only by convincing the customer about this will motivate them to buy the product. They should be made to understand what wonders the product can do to him. Strong emotional words should be included in the sentence. The customer should either fear the loss of the product if he doesn’t buy it in time or he should be given the greed of the advantages the product can provide. These reasons will create an emotional impulse and will make them think that they have no other option to buy it. They will have a logical reason to make the purchase. The emotions of the buyer should be manipulated with words.

Something like ‘limited edition’ or ‘limited period offer’ will create a sense of urgency. The customer thinks that he should get this product somehow. It’s nice to have sales often, especially to clear out old inventory in the name of some offer. The products which have an obvious damage should be sold out at a special price. But the damage should be mentioned to the customer. If it’s not mentioned, the first time the customer will be tricked into buying something, but he will loose trust and won’t come back again.

Always hold seasonal sales and offers. Since all the competitors will be giving out different offers to attract customers, it’s a good point to have one, too. But it should be remembered to not to imitate anyone. Only a unique offer will make the customers not go to the competitors’. Once in a while offer free shipping offer also works. A condition like if a customer spends particular amount of money, all items will be shipped for free. This is another attractive deal which will surely tempt the customer. Thanks to search engines and online stores anything can be purchased from the comfort of the home. Give away free sample to the customers or keep a pre-sale price for introductory products. The customers won’t think twice to spend a little money to try something new.

The ending of the sales message is where most people mess it up. The whole efforts will be wasted if the customer gets a second thought. He should be convinced, by nice words, to buy the product till the very end. The content should be arranged with care. The key is to tell the customer what to do exactly after he finishes reading the matter, like ‘Grab the golden opportunity now’ or ‘pick up the phone and dial the number right now’, etc. Do not include links or short advertisement of other products or services. This will shift the focus of the reader and he might have a second thought. A list of the existing customers should be maintained and from time to time special offers should be mailed to them. So basically the whole idea is to influence the mind of the customer until he buys a product.

Digital Marketing

Utilizing online distributions methods to promote products is known as digital marketing. This approach is both time saving and cost effective. Digital marketing is done through items such as cell phones, SMS, MMS, instant messaging, websites, emails, banner advertisement and digital billboards.

Digital marketing involves some of the techniques of direct marketing and Internet marketing. In digital marketing traditional methods of promotions are executed digitally. It involves marketing in two forms, pull and push.

Pull digital marketing requires the user to pull or extract the content directly. The customer has to approach the promotional matter and see the matter by himself. Examples are websites, forums and web logs. All these require clicking on a URL in order to view the content. The content that is being displayed doesn’t have to follow any guidelines. Effort is required to only display the content on the website or forum and there is no additional cost of sending the information to the customer, but the customer has to make the extra effort of reaching to the content .The customer doesn’t have to opt-in for such kind of promotion and one message is being viewed by all and it cannot be personalized. The customers who see the content cannot be traced, although the click through rate can be considered which give details about the number of clicks the message received. This is be done by enabling the click though tracking during the campaign, which records the information.

Push digital marketing technologies requires the effort of both the marketer and the customer. The marketer has to push or send the content to the customer and the customer has to make the effort of receiving it. This is a very effective kind of marketing and the investments surely earn a big return as it creates brand recognition. SMS, MMS, emails, RSS podcasting are examples of push digital marketing. Since the content is sent to individuals, it can be personalized according to the intended recipient. Whether the message has been opened and viewed by the customer or deleted it can be tracked and reported. Information related to the customer such as name, geographical location could be traced. But when sending this king of message, certain criteria should be met as the SMS and emails sent are monitored. If the marketer doesn’t follow the rules and regulations properly, there is a possibility of messages getting rejected and blocked, before they reach the targeted audience and the message is considered to be spam. Bigger consequences involve marketers getting blacklisted temporarily or even permanently. The number would be blocked and they won’t be able to send any messages at all. Messages sent to the RSS feeders require a mechanism with an application to reach, when sent by an email marketing system.

Both forms of digital marketing should be used in consonance to achieve positive results. A smart marketer sends out emails along with SMS and uses multiple channels to market his products. The type of messages being sent should also be different from one another. They should not only be text, but animations, audios and videos. There is a possibility of using pull and push message technologies in conjunction like the email sent to a potential customer can have a URL or a banner ad, which on clicking downloads information. If there is enormous group of people to be reached via email, Email service providers can be hired who sends loads of emails to the customers on behalf of the marketer and they take measures so that the messages are not considered as spam.

Although much of the marketing is opt-in, federal laws, such as CAN SPAM Act, have been passed to protect the customers from unscrupulous marketers who would go to any extent to promote their products or hackers or spammers who have a bad intent i.e. like harming the computer or installing adware, spyware on people’s computers.

Marketing and Sales: What is the difference?

Marketing and sales are one of the most important components of a business’s survival in the market. While both are dependent on each other many people confuse marketing with sales and vice-versa which is a big mistake. Marketing involves designing a product according to the needs of the market and customers, promoting the product through advertising etc. and setting up a competitive price for the product. Marketing is a platform which drives sales. While on the other hand the sales process is what you do to successfully sell a product and fetch a contract. Sales and marketing together is a part of selling and one cannot do without the other. They can also be called activities. The success of a business is critical to the success of these two important activities.

Marketing is the backbone of a company’s future and launching pad for the sales. While the marketing process encompasses the design of the product, advertising etc. the sales process is the execution of all the efforts which involves direct interaction with client either by in-person meeting or cold calls or by networking. But there is always an ongoing rivalry between the two, one claiming dominance over the other. The marketing people say they have an upper hand because they think it is they who designs the products, lays down the strategy and also develops tools essential for sales. They say sales are the outcome of marketing and thus should follow its directions. The sales people might not agree to this view and may be completely opposite in their opinion. They think that it is the sales people who actually sells a product and bring money to the business.

But many experts believe that marketing should play a pivotal role among the two. A successful marketing campaign makes sales easy and makes people believe that it is actually the sales people who are the dominant leaders. The most important role of marketing department is to create opportunities for the sales department. Marketing drives sales and sales drives companies’ success. Marketing is like a life support for sales, one who is constantly backing up the sales department and enabling them to successfully deliver the end product. There shouldn’t be a race to gain supremacy over another department but a race to win the market and customers working together.

Many businesses combine sales and marketing together but in reality they have different targets. While the sales department is interested in fulfilling the requirements of what the customer asked for, the marketing department is actually busy studying what the market demands. The goal of the marketing department is to foresee how the market will shape up in future. They should envision their product catering to the needs of the market for next few years and be ready to make design changes in their product accordingly.

It is very important that a company integrates their sales and marketing department in a well fashioned manner. It is the correct integration of these two important entities that fuels the growth of a company. The sale people should not be merely treated as the cash collectors. Each department has its own role and should go hand in hand in selling the product of the company and should be the foremost important criteria.