Episode 96

Sales vs Marketing: What's the Difference and Why It Matters for Your Small Business

Published on: 26th April, 2026

Hello and welcome to this weeks episode of The Australian Small Business Show!

In this episode we’re diving into a topic that every small business owner needs to understand but many struggle to clearly define – the difference between sales and marketing, and why both are critical to your success. Following on from our recent conversation about sales with Author Kate Toon about here new book Six Figures in Saes, we unpack what marketing really is, what sales actually involves, and why treating them as the same thing could be costing you money in your business.

We discuss how marketing is all about attracting people into your world, building your brand and credibility, and getting potential customers to consider working with you. From there, sales is the process of inviting those people to take the next step and become a customer. We also explore why so many small business owners feel uncomfortable with sales, and how shifting your mindset from “convincing” to “helping” can completely change your approach and results.

Throughout the episode we share real world examples, including how simple missed opportunities in the sales process can lead to lost business, even when the marketing has done its job. We also talk about how rapidly changing tools like AI are impacting marketing, and why building trust, authority and a personal connection is more important than ever in today’s landscape.

Ultimately, we break down why you can’t have one without the other. You can have the best marketing in the world, but without a clear and aligned sales process, you won’t convert. On the flip side, even the best sales skills won’t help if no one knows who you are. It’s about getting both working together seamlessly in your business.

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Disclaimer: The information shared on The Australian Small Business Show is general in nature and does not constitute professional advice, legal or otherwise. We recommend consulting with your advisors on your specific circumstances.

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About the Podcast

The Australian Small Business Show
The Australian Small Business Show has been created by small business owners, for small business owners.

Your hosts Matt Heighway and Kristy-Lee Billett, who have both been running businesses for over 15 years, will bring our first hand experiences to offer insights, advice and inspiration to help you build a successful small business.

Each week we’ll discuss one specific strategy, topic, resource or tip that’s relevant for every small business, and we’ll be inviting along some amazing guests and friends in business to share their expertise with you.

Whether you're starting out, scaling up or a seasoned small business owner, this Australian Small Business Show is the show for you.

About your hosts

Kristy-Lee Billett

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Kristy is a nationally recognised HR expert, passionate small business advocate, podcast host, mum, wife, beach lover and runner.

She has spent more than 20 years now working in the field of Human Resources, People Management and Recruitment.

For the last 10 years she has dedicated herself to exclusively supporting small to medium sized businesses, those who employ less than 100 staff with all aspects of their HR, recruitment, people management and resource structures.

She founded her first business in 2006, and today she continues to direct this business, which is now known as People Powered Business.

Today She loves working with businesses inside our People Powered HR community to help them gain the knowledge, tools and resources to handle absolutely anything when it comes to their teams, with complete confidence.

Matt Heighway

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Matt is a CPA who has been working with business owners in multiple capacities for well over two decades. After commencing his career as an Accountant and Business Adviser, his own national start-up won numerous business awards and was featured in BRW fast 100. Since the business sold, he has been working with small-medium business owners helping them with business growth strategies and holistic business coaching.

Matt also is the Director of Lifetime SMSF, an accounting practice that specialises in Self-Managed Super Funds. Helping Australians manage their retirement nest eggs has been a lifelong project for Matt and he continues to get joy from helping.

Matt is a lifelong learner who loves to chat with other business owners. he is passionate about small business and always wants to see them win. He is at his best when things need turning around though, and gets his motivation helping small business owners come back from a set back.