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.


  • 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:

  1. The Importance of Marketing and Sales - an internal Company perspective on how to integrate marketing, sales and your Brand.
  2. 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.
  3. The Brand Story - The power of telling stories around your Brand thus providing evidence and testimonials to increase customer loyalty.
  4. The Brand Pillars - The foundational strengths of your company that are impenetrable advantages which differentiate your Brand from the competition.
  5. 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.
  6. 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.
  7. 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.
  8. 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.

Key Teaching Methods:

Experiential Learning, Customer Base exercises, Question Building, Strategic Thinking, Conceptual and Analytical thinking, Story-telling, Group discussion, Role-play