Don’t confuse marketing with selling. In the B2B world, the job of a sales force is to sell, sell, sell. They work on commission so the more they sell, the more they make. Problem is, that no matter how smooth or sexy they do that, most prospects know they’re being sold. And, they have good reason to question if a sales person truly cares if the product or service they’re selling is really right for the prospect’s business. It’s an inherently faulty dynamic.

The job of marketing is to inform prospects in way that lets them come to their own decision. Done right, it grabs a prospect’s attention in a positive way, and then informs persuasively once it does. Bottom line: The better you market your product, the less you have to try to sell it.

Award-winning marketing man John Follis discusses his book, “How to Attract and Excite Your Prospects”, and explains why most business owners need therapy. You’ll also hear about the highly successful efforts for New York’s Marble Church and clothing retailer Daffy’s. (Download MP3)

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