The Question
by Mike Wagner
Bob was an extremely successful sales professional. He was so good he often entertained job offers - even from competitors.
 One day, Bob found himself at lunch with the owner of a competing company. Barbara had called for the "let's get caught up" lunch meeting. Bob knew her company well - he had competed against them five times in the last year and won the business four times. So, this had the potential to be an interesting lunch...
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Brand Challenge:
Are your sales people talking with the "right" customers for your brand?
In these challenging economic times, it is more imperative than ever to focus your resources, time and energy on activities which advance your business. You can't afford to spend time chasing potential customers who don't value the types of customer experiences your organization creates.
Challenge: Pose these questions at your next sales team meeting to see if you're focused on the right customers:
- Of all our potential customers, which ones must we have for this business to succeed?
- What do we know about the likes and dislikes of this customer?
- What are the avenues for getting in front of this customer?
Stop spending resources chasing prospects that don't fit your brand and start talking with the right customers who will lead your organization to success.
Ask the Rabbit
Q: I understand how Performance Branding can help out the operations of our company, but what does that have to do with sales?
A: Performance Branding informs and focuses all areas of an organization - including sales. Off the top of my head, I can think of three big benefits to any sales department:
Saves You Time - Performance Branding focuses you on the right prospects (see the Brand Challenge above). Instead of wasting time talking with anyone who will listen, you'll be searching out your organization's "must have" customers who value your Brand Promises and are much more likely to buy.
Differentiates You - Instead of "rattling on" about your products/services and cutting margins to compete, your message will be informed by your company's Brand Promises, focused on the customers' needs, and the value you can bring to their organization. That separates you from your competitors.
Increases Your Confidence - With everyone in your company working to deliver on the Brand Promises made to your customers, you can be confident your sales efforts are supported by your entire organization.
Performance Branding is not just "for those other guys" in the company. All departments have to work together to deliver a customer experience which differentiates you in the marketplace and grows your organization - sales included. |
