If your company is like those that I’ve worked for, it spends huge amounts of money and effort in defining its brand… let’s call it “brand DNA.” Advertising, marketing campaigns, mission statements and core values published on the company’s website. All are aimed at accomplishing very critical and difficult tasks – attracting prospects to consider doing business with your company, and reinforcing partnerships with existing customers.
That’s what your salespeople get paid to do, right?… Attract prospects and close them, and maintain strong partnerships that drive growth with existing customers. And again, if your company is like those I’ve worked for, it spends huge amounts of money and effort programming the brand DNA messages into the sales rep’s repertoire.
You spend the money and effort so that the rep’s brand DNA message aligns with what your prospects and customers can glean from their own experience with your brand, and from their online research. Prospects and customers are consumers, too.
So what’s the catch here? What’s the big deal?