The Salesforce: Why Does the Brand Stop There?
Why is it that the big brand idea so often fails to reach the salesforce? It’s puzzling and it’s something that I’m paying extra attention to in my work these days. If the proposition doesn’t help them sell, there must be something wrong with it. If it could help them sell and they’re not using it, then it either hasn’t been brought to life for them or they’re being rewarded for doing something else. Either way, it’s not a good situation, especially in business-to-business, where the salesforce is so important. Try an experiment. Ask someone in sales to describe you organization’s unique, persuasive difference. If it takes more than ten words, I’d be concerned. (Read on …)
