How Branding Plays Into Your Sales Process

This article was originally published on AllSeated.

When you run a business, your brand is arguably your most valuable asset. It encompasses your values, personality, passions, products, services, and core competencies. Most importantly, it’s what sets your company apart from its competitors. 

The average person can’t always differentiate between products or services at first glance, so you must rely on branding to appeal to your target clients and garner interest before revealing the true value of your work. A great brand appeals to a person’s mind and heart — it’s what allows people to know, like, and trust your brand.

Of course, trust is a crucial aspect of sales — therefore, you need to ensure that your brand is appealing and cohesive to make the most out of your sales process.

Here are a few ways branding plays into your sales game… READ MORE

Identifying Client Pain Points to Guide Prospects Through a Sale

This article was originally written for NACE.

As prospective clients navigate the research stage of the vendor selection process, they are actively comparing your company to those of your competitors. They are looking at several factors, but most importantly, they want to know who will best suit their needs.

In order to overcome your competition, you need to focus on selling painkillers. What does that mean, exactly?

Let me explain the difference between painkillers and vitamins.

Vitamins are those features that meet a client’s expectations and keep them feeling content with your services. They create the baseline for what should be presented. A customer will expect you to have vitamins, whether that’s timely communication or high-quality service.

A painkiller, on the other hand, is where you can take the client experience above and beyond expectations. It improves and enhances how a client feels by providing them with additional value for their dollar. This could be an extra service that saves them time or an add-on product that increases value without affecting their budget.

If you’re selling a painkiller but you sell it like it’s a vitamin, no one will buy it… READ ON