Your sales team needs to understand brand equity. How can you effectively get the message across?

Easy there, boss??. Brand equity ain't some dusty textbook term. It's about why people get pumped about our product, why they choose us over Joe Schmo down the street. Make it real for them. Show them how understanding that "magic" translates to closing more deals, fatter wallets, and happier customers. Trust me, they'll get on board fast.

The smartest sales people I have met are the ones who understand and best utilize the power of the brand they hawk. The Gucci salesperson is also a customer of the brand. So when you're in a Gucci store, he or she isn't selling to you. They're having a conversation with you about common tastes, perspectives economics and fashion. A good salesperson, leverages the brand's power to bring the best out in you, the customer. Which is why the best salespeople consider their brand to be their best friend.

Leading the brand for corporations, sales teams often called me the brand police. Sales wanted to make various versions of the logo or produce campaigns that didn't align with the brand. It's surprising how many people don't understand or value brand equity.

Isso envolve seus diferenciais em distintos aspectos como pesquisa, inova??o, capacidade técnica e conhecimento de mercado. O valor por trás do pre?o precisa ser perceptível.

When sales professionals understand the role of branding in their work, it makes their jobs easier! Throw out the scripts. Focus on serving your customers by understanding what matters to them, and aligning their needs with what you can uniquely provide. This is leveraging branding in sales. I was interviewing sales professionals for a national brand a while back, and baffled by their approach. Instead of guiding the conversation like an expert with authority, they approached it like a sales staff in a retail store with a “customer is always right” mindset. It’s a disservice in your sales process to focus merely on satisfying the customer. The best you can do for them is to show how you bring them higher value.

Explain brand equity in terms they can understand. The best way to set a strong foundation is to be able to speak and teach people in terms they can understand. Don't use jargon. Use words and scenarios relevant to those particular stakeholders. Equity is currency; just like currency, you need equity for buy-in. Buy-in is needed to push your agenda forward. Understanding the agenda and end goal is pivotal in closing a sale.

Every touchpoint to your customer or consumer is a brand experience. Each person's job is to create a positive experience that reinforces the brand. Funny story - a sales guy at one of the companies I worked for decided that he's going to double down on social selling. He hired someone to create LinkedIn posts for him. One of the posts took headshots of executives and made it look like a mugshot. Portraying company execs as criminals is NOT good for the brand!

Uma forma de trazer luz a isso, é realizar uma pesquisa com clientes fiéis e com aqueles que você busca fidelizar para utilizar-se de argumentos e percep??es reais de seu público-alvo.

A strong brand allows your company to become the go-to for the product, service, or solution in your industry. A sales rep always wants to work for a leading brand as it makes selling easier!

Brand storytelling includes customer stories or positive experiences your prospect can relate to and connect to. A pitch should center around your prospect's pain points and stories that show and tell how your company solves its problems. Beware of jumping into a sales pitch talking only about your company. When your pitch is not about your audience, you may quickly lose attention.

Practice your pitch on video and watch yourself. It's painful, I know. But seeing yourself on video is the best way to evaluate how you come across. Better yet, find a buddy who can give you feedback. Only through feedback and a growth mindset will you ever improve.

Este tipo de exercício também te permite prever e treinar a equipe com rela??o as possíveis obje??es dos clientes, contribuindo diretamente com a confian?a da equipe.

?? D’après moi, pour s’adresser aux équipes Sales, il faut illustrer notre présentation avec des exemples de prospects, et comment nos valeurs peuvent les aider à séduire et retenir l’attention des prospects ! Ainsi ils feront les rapprochements utiles et retiendront les tips pour être plus pertinents !