by Gregg Schwartz
Those in sales and marketing frequently misunderstand what branding actually is, and since they’re the ones on the front lines dealing with clients or prospects. Many sales people think that yourbrand is just a logo, or that your brand is defined by the design of your marketing material or the tagline on your brochures. Other sales people might think that the brand is just something for the marketing team to worry about, and is unrelated to the daily details of talking with customers and closing deals. In truth, your company’s brand is much bigger than this. Your brand is not just a logo; it’s the sum of your company’s values, promises and actions. Your brand is reflected in the way your company’s people – especially your sales people – interact with customers and prospects.
Sales managers, sales trainers and you as leader of your small business need to regularly evaluate whether your sales people are doing the best job of representing your brand. Are your sales people treating customers in a way that is consistent with your company’s values and that truly supports your company’s mission? Sales training is not just about coaching your sales people on how to close more deals – it’s also about making sure they are reflecting your company’s brand values and enhancing your brand reputation…
