The buzzword of advertising and marketing companies these days is “Branding”. Companies are spending millions and millions of dollars identifying themselves as a brand or something different in their competitive community.
What sets one company apart from another? In order to not only make the customer conscience of where they made their purchase, but in making it an experience to be remembered as well. Most companies spend five, six or even as high as ten percent of their total sales on advertising and marketing. We are talking major dollars. Look at the advertisements that cost millions of dollars during the Superbowl. All placed with one purpose in mind, that being name and/or brand recognition. Do I agree with branding and name recognition? Yes I do.
In today’s competitive environment you need to “Brand” or set yourself apart from everyone else in your industry. No longer can a customer walk out of a store and wonder where they were, or what the name of the store was they were just in.
What can you as a salesperson do to help “Brand” your store and/or company. It goes back to a subject we have talked about in the past and that is giving your customers a “Company Story”. Possibly as many as three or four times during the sales presentation you should spend a minute selling yourself and your company. A statement of twenty-five to fifty words highlighting your competitive advantage is a company story.
Further, I believe branding can be addressed with advertising and marketing. A good advertising and marketing plan will bring you selling opportunities. An effective advertising budget includes dollars for sales training. Advertising brings you selling opportunities; salespeople convert the opportunities into sales. Therefore, salespeople should and must represent the advertising and marketing campaigns as well.
I believe customers are looking for a place and a person to buy from. Do your part to not only sell them but to “Brand” yourself as well. You’ll reap the rewards in personal trade, repeat business and referral business.
