You’re the senior executive responsible for business performance, business success, and shareholder returns. Whether you run a private or public enterprise, the revenue and profit your company generates is of vital concern. You consider every aspect of your business to maximize these numbers in alignment with your overarching business strategy and goals.
Of course, sales is a huge contributor and business function in achieving this success. It is an integral cog in the machine that drives revenue, and ultimately value, to the bottom line.
But ask yourself this. How close is the connection between your brand and your sales process, activity, message, and delivery?
It matters because if your sales process, activity, message, and delivery is not driven out of your brand then you are missing an incredible opportunity to generate more sales, and to secure those sales at higher margins.
I know this is a bold statement, but it’s based on the following rationale:
If your brand is one of the most unique and valuable assets your company owns, then selling your products (and/or services) through this “only you have it” value proposition, should distinguish you from your competition in meaningful and valuable ways. And if your products (and/or services) are also derived from and imbued with your brand, then logic says you can expect more sales at better margins.
The stipulation, however, is that your brand be built on a strong foundation and positioned so that it is unique, ownable, believable, desirable, defensible, sustainable, AND represents specific value to each customer group or segment.
This may sound like a tall order, or too costly to implement. Yet it’s not. Let me illustrate what your brand foundation should look like so your sales people can propose unique brand value to each customer group or segment.
To date, everything on which your company has been built is derived from a set of attributes and circumstances that may look like this:
- Your unique capabilities, experience, and insights
- Your specific knowledge, expertise, and ideas
- Your market understanding, networks, relationships, and business acumen
- Your end-user understanding and empathy
- Your passion, which drives you to do what you do
All this combined is the bedrock on which your company and brand is built. It is what feeds your purpose.