Sell the Brand First© Workshop Outline
Core Premise: Salespeople and others who touch the customer are underselling the Company’s Brand. They need to be taught how and when to sell the Brand.
Objectives:
- To be intentional about leveraging the Brand as a key asset
of your organization
- Learn how to integrate brand stories and brand questioning
skills into your sales process
- Understand how Brands can differentiate you and your organization
in selling against the competition.
- Discover the importance of your role in positioning the Brand into the sales process
Key Modules:
- The Importance of Marketing and Sales - an internal Company
perspective on how to integrate marketing, sales and your Brand.
- Buyer Stair-step - The basics of how buyers have bought in the past and the
issues with continuing to sell them the same way in the future.
- The Brand Story - The power of telling stories around your Brand thus providing
evidence and testimonials to increase customer loyalty.
- The Brand Pillars - The foundational strengths of your company that are impenetrable advantages
which differentiate your Brand from the competition.
- The Brand Staircase - A new way to include the Brand in your Sales process by focusing on
how people experience, connect or affiliate with your products and services
and then by Reversing the staircase and Selling the Brand first.
- Mindset, Migration and Motives - understand the buyer's mindset - how they usually
buy, their motive - why they buy and then help them migrate or move towards
the Brand.
- Brand Questioning - Asking questions around the real reasons
people buy (motives) and tieing those same questions into the best that
your Brand has to offer - the Brand Pillars.
- Putting it all together - Final exercise using all of the tools discussed in the workshop. Centers around the participant's customer and their unique selling situation.