What's your sales recipe?

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Obviously you've tried to sell something and felt like you were hitting your head against a brick wall? It happens. Think about this: if I tried to sell you a slice of chocolate cake for R50, you'd probably tell me it's too expensive. But what if, instead, I told you the story behind it? Like how it's made with 70% pure cocoa and baked by my grandmother? Then, you might just be tempted.

See, the way many entrepreneurs approach sales is all wrong. Their "recipe" often looks something like this:

  1. 0% brand
  2. 30% marketing
  3. 70% sales

And the result? Usually a flop or a constant struggle.

But there's a better way, a better recipe:

  • 50% brand
  • 40% marketing
  • 10% sales

You can only use this recipe if you know what goes into it. So, let's break down the difference between brand, marketing, and sales.

Brand

Your brand is what makes you different. It's what sets you apart from the crowd. Without it, you're just another "me-too" business, and your marketing and sales efforts won't have much impact. You end up telling people the same old story: "Good quality, low price, friendly staff, call us..." It's just wallpaper.

The key is to define your brand first, then focus on marketing and sales. To get clear on your brand, complete this sentence: "There are many companies/products out there doing what we're doing, but we..." That "but we" part? That's the heart of your brand and the most important ingredient in your sales recipe.

Here's a good example: Think about Volvo. There are tons of companies that build cars, but Volvo wants to build the safest one. Safety is at the core of the Volvo brand.

Marketing

Marketing is how you get the word out about who you are. But great marketing is more than just pushing products and prices. It's about telling your brand story – that thing that makes you different.

And it's not just advertising. Marketing is in every little thing that interacts with your customer. Your reception area, your employees, how they answer the phone, even how your delivery truck drives down the road.

Inconsistent marketing is a common mistake. You can't have a top-notch website but a terrible receptionist.

Sales

Sales is the final step in closing the deal. And it should be the easiest part. If your customer already knows about you (thanks to your marketing) and what makes you different (thanks to your brand), then making the sale becomes much simpler. They already know you're not like everyone else, that you have something special, and that it's not just about the price.

It really is like baking a cake. The right ingredients make all the difference.

So, I'll ask again: What's your sales recipe?

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