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Topics Covered: <a href='/resources/search/?query=Sales Management'>Sales Management</a>
Sales Leadership
Apr 11, 2018 | Canadian Professional Sales Association lock

Brands are the difference between a product that people like and a product that people love. They create a community, a feeling, and a behaviour. They can last generations and are some of the most valuable assets a business can own.

A Brand’s importance in business is well-established; and yet, some organizations still have trouble aligning their marketing, sales, and customer success teams to create a synchronized brand experience. Here are some indicators that your sales team is not aligned with your brand values.

Your Brand Messaging is Inconsistent Among Leadership

Does your executive team talk about your brand? Do senior managers in every department know how to pitch your brands or products? If your leadership doesn’t have a clear understanding of your brand, then it is unlikely your sales team does either. Senior leaders need to be involved with communicating brand values clearly and regularly.

It may seem daunting to ask senior leaders to change their style, but there are small changes you can ask them to make that will have a big impact. Find out if you can post your brand values on a dashboard, monitor, or sign that everyone will see. Ask senior leaders to begin town hall meetings with an overview of brand values. When new features or functionality are added to your product, have the product team explain how the new features align with the brand.

Your Sales Team Doesn’t Understand the Impact

People generally prioritize the tasks they think will have the largest impact on their results. If your sales team is not aligned with your brand, it could be because they don’t believe that associating with the brand will impact their close rates and commissions.

Your brand is designed to attract a certain buyer, and the buyer will be more satisfied and loyal if their experience is consistent through the entire sales funnel. Your sales team delivers an important part of that experience. Provide your sales team with real life examples of how this works. For instance, if your brand is fun and casual, their communication style should also be informal. If your brand focuses on providing information and knowledge, your sales team will thrive by proactively sharing useful facts, content, and tutorials. This way, the prospect will always get what they are expecting, no matter the stage of the cycle.

The Sales Team Can’t Provide Input

Another way to encourage your sales team to express your brand values is to give them the ability to influence the brand itself. Your sales team will know if your brand is failing to connect with your buyers; they are the front-line for criticism from prospects and clients.

Your sales team is mindful of what appeals to their prospects, which gives them the ability to provide helpful input and feedback that the team can use to improve the brand. For instance, your brand may seem dated compared to new, emerging products in the market, and the sales team will likely be first to hear this feedback. If your sales team has the freedom and authority to pass these views back to the brand team, you can make the right improvements sooner.

If you notice any of these indicators at your organization, it’s time to make some changes. Get your sales team back on track, create brand advocates within your organization, and build a cohesive brand and stronger organization.

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