マーケティング
公開日:2015.11.24

今さら聞けないマーケティングとセールスの違いとは?


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よくある誤解として、マーケティングとは広告や宣伝、販促などの集客手法だと理解してる人が多いようです。これは極めて限定的なマーケティングの理解で、本質的には大きく異なります。マーケティングの概念も進化していますが、近年の理解では下記が正しいです。

「マーケティングとは、顧客の悩みを解決する商品・サービスを筆頭に、本当に求められている商品やサービスを捉え、研究・開発し、その商品情報を適切に見込み顧客に届け、その商品価値を体験してもらい、販売し、価値を実感してもらう。と言う商品開発から商品価値を感じてもらうまでの一連の流れの事。」

これをマーケティングだと定義付けられます。広告宣伝や販促活動は、この一連の流れの中の一部だと理解出来ます。そしてセールスとは、顧客に商品を販売する活動を指します。消費者と商品を結びつけるとても重要な役割りで、どれだけ商品力があってもセールスが弱いために厳しい状況の会社もあるでしょう。

ゆえに1番スポットライトを浴びますし、数字で結果が見えやすいので、評価のしやすいポジションです。しかしどれだけ優秀な営業マンでも、世に必要とされていない商品を沢山売ることはほぼ不可能です。そもそも普通は明らかに競合に負けている商品や、劣っているサービスを扱いたいとも思いません。

必要とされていない商品を沢山売る時には、事実不告知や不実告知、かなりのオーバートークなどでクレームが来ることが多くなるかも知れません。その逆に…

クレームを回避し、セールスの負担を楽にして、顧客に喜ばれる一連の流れがマーケティング活動です。経営学の世界的権威・ドラッカーは下記の様に言っています。

「マーケティングは余計なセールスを不要にする」

顧客が欲しがり、自然と売れる状態を作るのがマーケティングの本質なのです。AppleのMacやiPhone、エルメスのバーキン、任天堂のwii、SONYのウォークマン、星野リゾートなどを筆頭にこういった商品で、強引な営業をかけられた方は居ないはずです。そう、あなたが欲しくなるようにマーケティングしているのです。※商品開発も広告宣伝もマーケティング活動のほんの一部です。

セールスはもちろん大事です。どれだけマーケティングをしていても、セールス力が無ければ全て台無しになる可能性さえあります。私もとてもセールスを重要視していましたし、数多くの販売方法を試して来ました。しかし、セールスはあくまでもマーケティング活動の一部なんだと理解しましょう。

だからこそドラッカーは「マーケティングは余計なセールスを不要にする」と言うのです。私のセミナーではよく言うのですが、マーケティングは買い手(顧客)目線。セールスは売り手目線。です。

どちらが売れるのか(売れ続けるのか)は明確です。営業力はあっても独立して失敗する人は沢山いますし、商品開発力が高くても事業に失敗する人がいるのはこういった理由も多分にあると思います。企画・研究・開発・広告・宣伝・販売・顧客管理・顧客サポートまで考えて、マーケティング。

営業力や商品力、広告運用力などはそれぞれでマーケティング力だと言うのは間違いです。

販売に関してはこちらからお願いするのでは無くて、見込み客からお願いして頂けるのですから、セールスは楽なものです。その代わりにマーケティング活動全般が大変なのですが、コツを掴んでしまえばある程度は楽です。この仕組み作りがマーケティング活動です。

人の商品を扱っている場合でも光の当て方を変えればマーケティングになります。さぁ、顧客を増やしたい!問合せをもっともっと増やしたい!と言うあなたはマーケティングをもっともっと勉強しましょう。

 

P.S.因みにマーケティング全般が上手くいっても、
セールス力が弱ければ大きな成果は出せません。
あくまで、マーケティングは「余計な」セールスを不要にするのです。

 

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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