Aharon Horwitz, co-Founder 40Nuggets, Board Member and Founder, PresenTense GroupRead more
One of the most widely misunderstood distinctions in Jewish social entrepreneurship is the difference between marketing & sales. The difference is actually simple: marketing is about creating awareness of a product's promise, driving interest, and "softening up" the environment for the product's sale, while sales thinks about the actual sale and what it takes to get that. Sales initiatives focus on a specific client, and how the solution offered fits into their very specific needs at exactly the moment they are ready and able to make a buy. It thinks about who can actually make a decision, and how to get to that decision, and then goes for the close. We saw this dynamic play out during the recent political campaigns in Israel's local and party elections.