Car Wash - Summer 2018 - 119

marketingminute
Three Critical Ways
Marketing Can Be Applied
to Close More Sales
BY: A N DY S L I P H E R
confusion. Who does this kind of thinking benefit? Certainly not the customer.
The bottom line regarding marketing
and its place in a sales-dependent organization is that it should thrive upon supporting
sales, and not to supplant it. It's a simple
fact that in certain environments where
customer relationships must be continually nurtured and product investment is
high (business-to-business environments,
for example), sales and good salespeople
are of paramount importance. They help
solve customer problems, bestow benefits,
share product knowledge, behave proactively and are simply there for customers
when called upon.
At the same time, such organizations can

KURHAN/SHUTTERSTOCK.COM

DO YOU OPERATE in an organization where sales begin with a capital "S"
and marketing with a lower case "m?"
Sales-centric organizations often operate
at such a high level in sales that they lack
marketing prowess. Some are even marketing-phobic, believing marketers exist to
usurp the importance of salespeople or to
replace them altogether. As a result, what
happens is that sales-centric organizations
fail to integrate fundamental marketing
principles into the sales process - principles that could actually improve their
effectiveness. Although this phenomenon
is not uncommon, it can leave customers with feelings that range from a lack
of a clear understanding to downright

have blind spots when it comes to using
marketing to their collective advantage.
They don't see that marketing is there to
extend and expand the sales opportunity.
As a result, their salespeople aren't fully
prepared and equipped with what they
need to do their best while enabling better outcomes for their customers.
Want to improve your odds of success in
sales by using marketing to your advantage?
Here are three ways:

1. UNDERSTAND WHAT
MARKETING IS AND
WHAT IT IS NOT.

Marketing is not simply media. It's
not cheap or cheesy gimmicks designed
to get the attention of your customer.
Rather, proper marketing is anything you
do in good faith to get your product or service into the hands of the customer. The
breadth of marketing spans the entire buying cycle and beyond. As such, effective
marketing involves planning, investment
and understanding of the needs of your
customer. Think of it as everything else
that wraps around your sales approach (in
front of, during and beyond) to ensure that
the customer has a positive and persuasive
experience.
For example, what if through asking your
business-to-business customer, you learn
that he or she will have to champion your
business and product to others within his
or her organization? What do you do? It's
not feasible to be at every internal meeting.
You might instead think in terms of clear,
succinct messaging and professional materials to leave with your customer-ones that
upon initial presentation by you, he or she
could then represent to others with an adequate degree of confidence and knowledge.
This is one possible marketing tool, but it
begins by discovering and understanding

SUMMER 2018 | CAR WASH MAGAZINE | WWW.CARWASH.ORG

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Table of Contents for the Digital Edition of Car Wash - Summer 2018

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
What Makes a Good Leader
Harnessing the Power of Diversity
Be the Best Servant Leader You Can Be
Coaching Them Up
Passing the Torch
Celebrating ICA’s Emerging Leaders
VNTYPL8
Marking a Milestone
The Car Wash Show 2018
Car Wash Show Australia Prepares for Fall Show
Kati Wright, Lone Star Car Wash Systems
Take a Tour: Snap Clean Car Wash
Automotive Technology
Regional Update: Western Carwash Association
"The How of Carwashing"
Blast from the Past
Download It!
Marketing Minute
Top Tweets
Ask Champ
Advertiser Index
5 Things
Car Wash - Summer 2018 - Intro
Car Wash - Summer 2018 - bellyband1
Car Wash - Summer 2018 - bellyband2
Car Wash - Summer 2018 - cover1
Car Wash - Summer 2018 - cover2
Car Wash - Summer 2018 - 3
Car Wash - Summer 2018 - 4
Car Wash - Summer 2018 - 5
Car Wash - Summer 2018 - 6
Car Wash - Summer 2018 - 7
Car Wash - Summer 2018 - 8
Car Wash - Summer 2018 - 9
Car Wash - Summer 2018 - 10
Car Wash - Summer 2018 - Letter from the ICA
Car Wash - Summer 2018 - 12
Car Wash - Summer 2018 - Meet the Board
Car Wash - Summer 2018 - By the Numbers
Car Wash - Summer 2018 - 15
Car Wash - Summer 2018 - 16
Car Wash - Summer 2018 - Overheard Online
Car Wash - Summer 2018 - 18
Car Wash - Summer 2018 - 19
Car Wash - Summer 2018 - 20
Car Wash - Summer 2018 - 21
Car Wash - Summer 2018 - What Makes a Good Leader
Car Wash - Summer 2018 - 23
Car Wash - Summer 2018 - 24
Car Wash - Summer 2018 - 25
Car Wash - Summer 2018 - 26
Car Wash - Summer 2018 - 27
Car Wash - Summer 2018 - 28
Car Wash - Summer 2018 - 29
Car Wash - Summer 2018 - 30
Car Wash - Summer 2018 - 31
Car Wash - Summer 2018 - Harnessing the Power of Diversity
Car Wash - Summer 2018 - 33
Car Wash - Summer 2018 - 34
Car Wash - Summer 2018 - 35
Car Wash - Summer 2018 - 36
Car Wash - Summer 2018 - 37
Car Wash - Summer 2018 - 38
Car Wash - Summer 2018 - 39
Car Wash - Summer 2018 - 40
Car Wash - Summer 2018 - 41
Car Wash - Summer 2018 - Be the Best Servant Leader You Can Be
Car Wash - Summer 2018 - 43
Car Wash - Summer 2018 - 44
Car Wash - Summer 2018 - 45
Car Wash - Summer 2018 - 46
Car Wash - Summer 2018 - 47
Car Wash - Summer 2018 - Coaching Them Up
Car Wash - Summer 2018 - 49
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Car Wash - Summer 2018 - 51
Car Wash - Summer 2018 - 52
Car Wash - Summer 2018 - 53
Car Wash - Summer 2018 - 54
Car Wash - Summer 2018 - 55
Car Wash - Summer 2018 - 56
Car Wash - Summer 2018 - 57
Car Wash - Summer 2018 - Passing the Torch
Car Wash - Summer 2018 - 59
Car Wash - Summer 2018 - 60
Car Wash - Summer 2018 - 61
Car Wash - Summer 2018 - 62
Car Wash - Summer 2018 - 63
Car Wash - Summer 2018 - 64
Car Wash - Summer 2018 - 65
Car Wash - Summer 2018 - Celebrating ICA’s Emerging Leaders
Car Wash - Summer 2018 - 67
Car Wash - Summer 2018 - 68
Car Wash - Summer 2018 - 69
Car Wash - Summer 2018 - 70
Car Wash - Summer 2018 - 71
Car Wash - Summer 2018 - 72
Car Wash - Summer 2018 - 73
Car Wash - Summer 2018 - 74
Car Wash - Summer 2018 - VNTYPL8
Car Wash - Summer 2018 - 76
Car Wash - Summer 2018 - 77
Car Wash - Summer 2018 - 78
Car Wash - Summer 2018 - 79
Car Wash - Summer 2018 - 80
Car Wash - Summer 2018 - 81
Car Wash - Summer 2018 - 82
Car Wash - Summer 2018 - Marking a Milestone
Car Wash - Summer 2018 - 84
Car Wash - Summer 2018 - 85
Car Wash - Summer 2018 - The Car Wash Show 2018
Car Wash - Summer 2018 - 87
Car Wash - Summer 2018 - 88
Car Wash - Summer 2018 - 89
Car Wash - Summer 2018 - 90
Car Wash - Summer 2018 - 91
Car Wash - Summer 2018 - 92
Car Wash - Summer 2018 - 93
Car Wash - Summer 2018 - 94
Car Wash - Summer 2018 - 95
Car Wash - Summer 2018 - Car Wash Show Australia Prepares for Fall Show
Car Wash - Summer 2018 - 97
Car Wash - Summer 2018 - 98
Car Wash - Summer 2018 - Kati Wright, Lone Star Car Wash Systems
Car Wash - Summer 2018 - 100
Car Wash - Summer 2018 - 101
Car Wash - Summer 2018 - Take a Tour: Snap Clean Car Wash
Car Wash - Summer 2018 - 103
Car Wash - Summer 2018 - 104
Car Wash - Summer 2018 - 105
Car Wash - Summer 2018 - Automotive Technology
Car Wash - Summer 2018 - 107
Car Wash - Summer 2018 - 108
Car Wash - Summer 2018 - 109
Car Wash - Summer 2018 - 110
Car Wash - Summer 2018 - Regional Update: Western Carwash Association
Car Wash - Summer 2018 - 112
Car Wash - Summer 2018 - "The How of Carwashing"
Car Wash - Summer 2018 - 114
Car Wash - Summer 2018 - 115
Car Wash - Summer 2018 - Blast from the Past
Car Wash - Summer 2018 - 117
Car Wash - Summer 2018 - Download It!
Car Wash - Summer 2018 - Marketing Minute
Car Wash - Summer 2018 - 120
Car Wash - Summer 2018 - Top Tweets
Car Wash - Summer 2018 - Ask Champ
Car Wash - Summer 2018 - 123
Car Wash - Summer 2018 - Advertiser Index
Car Wash - Summer 2018 - 125
Car Wash - Summer 2018 - 126
Car Wash - Summer 2018 - 127
Car Wash - Summer 2018 - 128
Car Wash - Summer 2018 - 129
Car Wash - Summer 2018 - 5 Things
Car Wash - Summer 2018 - cover3
Car Wash - Summer 2018 - cover4
Car Wash - Summer 2018 - outsert1
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