The pieces to your marketing and sales puzzle should fit. Are your marketing efforts focused on what you sell? Are marketing and sales aligned? Too often they’re not. Do you sell what you market or market what you sell? When marketing and sales teams don’t communicate—time, money, and creativity may be wasted concentrating on the wrong products and services.

Don’t Limit Marketing to What You Want to Sell

There are times marketing faces the challenge of moving a product not because it’s a “Hot Ticket”, but because it’s available. Products sitting on a shelf are costly. They take up valuable space, may be taxed, and storage maintenance adds up. They should be marketed. Occasionally a product may become available at a reduced cost. If your organization invests in the product, it needs to be marketed. Other than that, marketing should take an analytical look at what sells. This shouldn’t be guess work—it should be based on facts. And the facts are what sells isn’t always where you’ve been spending your marketing capitol.

Know What Your Customer Needs and Wants

Look at what your customers are buying. It may not be the newest, sexiest, or your favorite offering, but if your customer is buying it, there’s a reason—it solves a problem or fills a need. After determining what your customers are buying ask the following: • What add-ons might enhance the product or service they purchased? • What other products or services might fit their needs? • Based on their buying history, what’s the next product they will want? • What other prospects might share similar problems and needs? Nearly everyone has their customer purchasing information available, but not everyone uses it. If you want to reach a greater audience, solve your customer’s problems, offer products they need, and analyze their buying history. Marketing what you sell and selling what you market begins by knowing what your customer is ordering. Once you know what you’re delivering to your customers you can fit the pieces to the puzzle and market to their needs. Are you marketing what you want to market or what you should market? Like what you’re reading? Join us on Twitter, Facebook, and Google Plus, and let’s continue the conversation.