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Those in business ignore sales and marketing at their peril. These disciplines are the very lifeblood of any commercial enterprise, whether a single mother working from home or a massive multi-national corporate body. Every business has either a service or a product to bring to the market, but bringing it is not enough - it has to be sold as well. To put this another way - consumers, potential customers and clients have to be both made aware of the product or service and then coerced into purchasing it.

If customers are not aware of the product they will not buy it, and if they don't buy it, it is impossible to generate a profit. The very essence of marketing is to bring to the market a product it wants, and to package and price it correctly so that it makes a profit for the business. It is the responsibility of the sales and marketing team to ensure this happens.

Everyone has their own preferred emphasis. Some prefer direct mail marketing, others prefer network marketing while a large number lean more and more towards email marketing. However one chooses, identifying the correct marketing strategies as part of the overall campaign is imperative. It is the very root of the success you desire for yourself and your employer.

Sales and marketing training courses should be regular ports of call for every member of the team. Selling is a skill that comes naturally to some, but not to most. Don't be disheartened! Everyone can learn the necessary skills so that they are repeated like drills. With the right training and strategies in place, the appropriate successful selling responses should kick in automatically. Also with marketing, one should be able to respond instinctively and creatively.

There is such a choice of media now that for the marketers it can be overwhelming. The widespread use of the Internet and the increasing availability of high speed connections, along with TV,results in vast numbers of potential customers being introduced to a product or service in no time at all. It is always worth seeing how the market uses the search engines to better understand its psyche. Don't you wonder at how some peoples' minds work? What makes them enter words in that order. Did you know that one of the phrases most looked for in the search engines is 'engine marketing search'. I find that amusing, but over one million people type that in every month. Why do they reverse the words? I don't know - but it is important to know that they do so marketing strategy can reflect these things where necessary.

Marketing managers vary in their approaches, but some will undoubtedly choose to use a marketing agency. The difficulty here is that many would like to seize the opportunity to do their own thing at your expense. Many designers have a similar attitude. If you opt for a marketing agency to rn and manage your campaign, you cannot afford to do so without first presenting the agency with a full and detailed marketing brief. The aim of this is not to limit their creativity, but to keep it focussed on your needs and not theirs. All this of course should be underpinned by solid market research.

At its most basic level, both selling and marketing are about the art of communications and the best choice of media for the markets to be targeted. It has to be said however, that not all possible clients and customers should be treated to the same method or system. For example, wholesale and retail markets will attract different methods of communication by the sales team. Again, if a product is to be sold in a store or shop, it is not the same approach as advertising an article to be sold at auction. Each market niche needs its own type and style of advertisement. Ads will have to designed to appeal to that niche, and it is important to understand the socio-demographics of the niche to get this right.

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