The key to building a brand is consistency.
You need to be consistent in your marketing message, your colors, your fonts, how you use your logo, but is there more? Yes! Your brand is more than just a logo and colors, it is your client’s and your prospect’s gut feeling about your company.
That being said the above help build the brand, but you must also consider everything else that goes into building your brand like – customer service, how you answer the phone how your employees interact and engage with people outside the company. Every point of contact people have with your company or brand needs to reflect who you are and what makes you different.
A sales process is no different. Having a sales process that makes it easy and an enjoyable interaction for the prospect to buy sets you apart from most sales interactions. You know the typical sales interaction where you call the prospect and they instantly put up their defensive wall to back anything you say and get you off the phone ASAP. Yeah, this really doesn’t help to build the brand.
So what is a sales process? The term sales process means a step by step process that you go through every time you sell. It allows you to deliver a similar buying experiences for all prospects. This is how you start to build your branded pre-client experience. Done well will help you sell better, but more importantly will also help you set expectations on what it will be like to work with your firm.
A sales process delivers:
- Predictability
- Scalability
- Self Correcting Framework (so you know where you are at in sales process and if you skip a step, you can go back and hit any points you missed)
- Management System
- An Easy Way to Train Salespeople
- More Measureability
- Give Consistency
Now can you see how these items might help you build a solid branded sales system. You will start to get known for the sales process and this will certainly build trust and credability which is what adds value to your brand. Want to learn more? Reach out to us and let’s have a conversation.
Such a great and timely post Dale. What you call brand, I call customer experience- and it starts with the sales process. Many seem to think that sales is just the guy that generates or closes a lead. Sales is anyone who interacts directly with the client or customer. That experience will make or break a brand. It should define it.
Such a great and timely post Dale. What you call brand, I call customer experience- and it starts with the sales process. Many seem to think that sales is just the guy that generates or closes a lead. Sales is anyone who interacts directly with the client or customer. That experience will make or break a brand. It should define it.
Thanks for your thoughts Carole. Customer experience will make or break your brand. If you have a great logo and marketing collateral but treat clients and prospects like crap, guess what kind of brand you become known for. In this case do you think you are sending a mixed message into the marketplace? Do people do business when they are confused? Often times the sales process is the first step in interacting with prospects. How are you representing yourself to the marketplace? Do you have an enjoyable process or is it painful to become a customer? All of this builds your brand and people need to decide do they want to manage this or let brand building happen by chance? Either way you are building a brand and it speaks volumes about your business.
Thanks for your thoughts Carole. Customer experience will make or break your brand. If you have a great logo and marketing collateral but treat clients and prospects like crap, guess what kind of brand you become known for. In this case do you think you are sending a mixed message into the marketplace? Do people do business when they are confused? Often times the sales process is the first step in interacting with prospects. How are you representing yourself to the marketplace? Do you have an enjoyable process or is it painful to become a customer? All of this builds your brand and people need to decide do they want to manage this or let brand building happen by chance? Either way you are building a brand and it speaks volumes about your business.