In the marketing approach, the marketer listens to what the people have to say about the product
, about its pricing, about its usability, and about the competitors. The sales approach is more focused on determining the right price for the customer and what variation he or she is looking for from the standard product that the organisation is offering. Sales people generally have little or no say in product modifications and are therefore not geared towards looking for such information. This is where the sales and marketing approaches have to be aligned to ensure that the customer is heard and is also convinced that the product is right for him or her, as is.