(bass heavy music)
- So, first let's clarify what's the difference
between sales, branding and marketing,
cause most entrepreneurs have no clue.
They think it's the same thing.
Sales, marketing and branding, what is the difference
just yell the answer, yell the answer, what's the difference
what do you think is the difference?
- [Male Audience Member] Branding is selling yourself
- Branding is you're selling yourself, okay
- [Female Audience Member] It's your style
- It's your style, okay, yes
- [Female Audience Member] Is brand more about the image
that people see of you and marketing is more about
the way you get it to your audience.
- Okay, interesting, so branding is how people see you
but marketing is how you get your message out there,
okay, close, yes, Nathan
- [Nathan] I was going to stay marketing is the image
people have about you, marketing is getting the message
out there and pulling people in and sales is convincing
people to do business with you.
- Close, very close, yes
- [Male Audience Member] Branding is about who you are
whereas marketing and sales are
activities you use to get customers.
- Very nice, very nice, very close, so let me just define
those, would that be helpful?
- [Audience] Yes
- So we're clear, okay, first of all
sales is convincing, what is it?
- [Audience] Convincing
- Sales is convincing, sales are the words that you say
what you say to people face to face, to over come objections
we talk about how to handle objections in sales.
We'll learn how to do that, negotiate a deal, persuade
clients to view a situation you're way.
You can identify sales activities by the fact
that your lips are moving
You're flapping your lips, you're selling.
You're selling, okay.
So sales is convincing.
In business, do we need sales?
- [Audience] Yes
- Yes, no sales?
- [Audience] No business
- No business, nothing happens until you make a sale.
So, is sales important yes or no?
- [Audience] Yes
- But is it everything?
- [Audience] No
- No, so sales is convincing.
Marketing is generating business, marketing is what?
- [Audience] Generating business
- Anything and everything you do to attract or keep a client
is what I consider marketing.
So, every activity that directly generates revenue
is marketing, direct mail, seminars, websites, social media
even referrals are marketing.
So you can easily identify when you are doing marketing
because it usually highlights a specific product
or service, a price and directs the consumer
to make a decision, to make a purchase, take action now.
When you see something on infomercial you see this guy,
pitchman on TV, saying hey, buy this thing and it's
a gazillion dollars but if you act
in the next 30 seconds it's only three easy payments
of 29.95, how many have seen that?
Yeah, if you call in the next 10 seconds, it's
I'll make two payments of 29.95 and we're going
to throw in free shipping, right?
So that's marketing, right?
Marketing is generating business.
Now branding is different, branding is influencing.
Branding is what?
- [Audience] Influencing
- Totally different animal.
Branding appeals to our desires and touches our emotions.
It has one goal, just one goal, to emotionally
predispose consumers into entering a business relationship.
Now highlight the key word, emotionally predisposed.
The goal of branding is to position a product or service
in such a way, or yourself that people feel compelled
on an irresistible urge to purchase your product or service.
How many of you buy a certain brand and you've been
buying that brand and you go to, let's say you go to
the supermarket and there's a certain brand of drink
or product that you buy and you just recognize
the brand, you go there, you grab it and just buy those
you don't even think about the other options.
How many do that?
Yes, that's branding.
Does the company have to convince you and persuade you
every time you go to supermarket,
hey, buy me, buy me, buy me, do they do that?
- [Audience] No
- You just go in, just grab, that's what you always buy, yes
- [Audience] Yes
- And in fact if your friends try to tell you,
oh, that's no good, don't buy that, I know you've been
using it for 10 years, but you should try this.
How do you respond?
- [Audience] No
- Maybe, I don't know, I like this brand, I think
you're making a mistake, you should use my brand, right?
Okay, so, branding is influencing.
So you're biggest challenge in business
is how do I become more of people's blank of choice
before they need one?
How do I become more of people's choice of a mortgage broker
of a real estate professional, of additional marketing
consultant, of a coach or whatever.
How do I get hundreds or even thousands of people
to think of me as their go to person, their blank,
before they actually need one?
Before they actually need one.
So that's the biggest challenge in business.
How do we solve this problem here?
- [Announcer] 10 times your finances.
10 times your business.
10 times your marketing.
10 times your life.
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