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Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty
A brand has the tremendous power to create a positive experience that will resonate with your customers. So why do you-and most other salespeople- focus on selling your product or service, but not on selling your brand? Sell the Brand First reveals a fresh, highly effective way to close the by selling to your customers from brand strength. Corporate trainer and brand selling specialist Dan Stiff shares his proven Brand Staircase Method-a four-step process that shows you how to hone in on your customers' mind-sets, create sales pitches based on how your brand fits into your consumers' lifestyles, and fully satisfy the trade buyers' needs and expectations. Even the most experienced salespeople tend to simply adopt their marketing department's version of their brand. Stiff helps you become a “Brand Ambassador” by making your brand your own, finding the emotional connection between your customer and your brand, and speaking “Brand Language” to serve buyers' needs. The Brand Staircase gives you the tools you need to
256 pages, Hardcover
First published January 1, 2006
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May 21, 2013
Very informative book.
It makes sense that all levels of people should live the brand if the brand were to stand out, every single person must be alligned with the brand identity and most importantly the sales person must also reflect and speak the brand language.
If the brand is about health and beauty, it's important for the sales person to also reflect on this and act out also.
With a lot of products to choose from nowadays offering the similar end results benefit. Eg: Shoe such as Nike, Hush Puppies or Crocs as footwear protection.
End of day, if it would be just a foot wear. But each brand has a unique identity.
Nike - Cool factor since it has many brand ambassadors such as MJ or Tiger Woods.
Hush Puppies for comfort.
Crocs - Footwear with medical benefit and air-ring to ensure proper feet ventilation.
Each as it can be seen is a unique identity. If a shoe were to be brandless and go with the flow. It would be fighting against the masses and quickly lose out. But by creating a niche, then it would stand out.
There was an interesting case when the book shares, when you compare to cars of same manufacturer, producing the same design, quality and performance and price. And one would be Tata Nono and the other would be a BMW.
Which would you use?
I am sure at this point, you would choose BMW. And you may ask me why I knew that? It's because of the Branding behind it.
Which just to show that branding pays off and makes the difference in this world sea of products.
So sell the brand first, and engage your customers emotional side. As who says buying is a logical one? Occasionally buying nowadays is associated into the individuals life style and whether it fits into their values.
Such as looking glamorous, stylish, sporty or even clean.
And people would but the brand (products) accordingly to match their values.
It makes sense that all levels of people should live the brand if the brand were to stand out, every single person must be alligned with the brand identity and most importantly the sales person must also reflect and speak the brand language.
If the brand is about health and beauty, it's important for the sales person to also reflect on this and act out also.
With a lot of products to choose from nowadays offering the similar end results benefit. Eg: Shoe such as Nike, Hush Puppies or Crocs as footwear protection.
End of day, if it would be just a foot wear. But each brand has a unique identity.
Nike - Cool factor since it has many brand ambassadors such as MJ or Tiger Woods.
Hush Puppies for comfort.
Crocs - Footwear with medical benefit and air-ring to ensure proper feet ventilation.
Each as it can be seen is a unique identity. If a shoe were to be brandless and go with the flow. It would be fighting against the masses and quickly lose out. But by creating a niche, then it would stand out.
There was an interesting case when the book shares, when you compare to cars of same manufacturer, producing the same design, quality and performance and price. And one would be Tata Nono and the other would be a BMW.
Which would you use?
I am sure at this point, you would choose BMW. And you may ask me why I knew that? It's because of the Branding behind it.
Which just to show that branding pays off and makes the difference in this world sea of products.
So sell the brand first, and engage your customers emotional side. As who says buying is a logical one? Occasionally buying nowadays is associated into the individuals life style and whether it fits into their values.
Such as looking glamorous, stylish, sporty or even clean.
And people would but the brand (products) accordingly to match their values.
Displaying 1 of 1 review