In Sales What’s Your Brand

Nike. Kleenex. QTips. While these are all household names, we first recognize the Brands because we know the quality behind them. When we shop for these products, we already know that by purchasing them, we will be getting a top quality product, that will last a long time. In most cases, these name brands are actually more expensive than their store labeled counterparts. Most people won’t care about paying a little more. They know that the quality is worth it.

Now…think for a moment about what “brand” your Customers think of when they think of doing business with you and your company. Do you make it easy and comfortable to do business? Do you throw obstacle after obstacle up in front of your customer so that he has to jump through hoops to get his work done? Do you add stress to your customer’s day and fill his email inbox with unnecessary clutter? Or….do you make it easy, simple, safe and comfortable to work with your company? Through every step of the sales process, we never want our customer stepping back and questioning their buying decision. We want them thinking ahead, to future business, because we made it so easy to work us on their last experience.

So….what IS your Brand? Are you knowledgeable about your product? Do you understand the inner workings of your company as well as your customers company? Can you anticipate your customer’s needs and ensure that they have an easy and comfortable time working with you? Do you understand how to make your customer more successful in the eyes of his company? Are you an asset or a liability to your Customer? Do you treat your Customers with respect and dignity in all of their interactions with you and your company? I have a client that refers to me as the most polite person he’s ever worked with. Before I call him, I can often catch him on instant message to inquire if it’s a convenient time to talk about a particular topic. I do this so that the Customer will know that I need to talk to him and what the topic is so that he too can be prepared for the conversation. Another tool that I frequently use is to follow up voice mails with emails…asking the questions via email, thus giving my Customer the opportunity to reply to me that way, which is often easier for him rather than calling me back. Sadly, many people today prefer to communicate electronically. In the Sales Profession, I believe that whatever method gets you a response, and closer to making the sale, is the best method to use! It’s part of my Brand. I have a reputation for exceptional follow up and execution. I always look to uphold that reputation in every interaction with the Customer.

Take a few minutes and think about how you want to be branded to your Customer. If you’re not already helping him to be the best that he can be then it’s time to step back and adjust your approach, technique and execution to ensure that you are the most reliable, trustworthy and responsible business associate that your customer thinks of when he thinks of buying what you sell.