There's one comment I hear a lot these days:

"We don't need to worry about brand strategy; We just need our sales force to go out and make more sales."

During these tough economic times, it's clear that today's small- to medium-size companies are anxious to reduce or control their costs. It makes perfect sense.

But in response, I usually ask a question:

Have you ever lost a piece of business that you were absolutely perfect for? Have you ever lost a piece of business when you knew that had more to offer?

In these situations, it's too easy to blame the prospect. ("They're idiots" or "They don't even know what they're looking for" or "They were going choose those other guys all along!") The blame, however, lies firmly at the feet of your brand  -- It isn't making a meaningful connection with your prospect.

Think about the poor Salesman in this Brand Fable. In fact, for a minute, let's think about who he isn't.

• This Salesman isn't lazy;
• This Salesman isn't unprepared;
• This Salesman isn't a rookie;
• This Salesman isn't even a job-hopper.

This description may sound like one or more of the sales professionals in your company. (It may even sound like you.) But the only way he could land the business was to become a walking price tag.

Why? He failed to connect with his prospect in a meaningful way.

A friend and colleague, Bob Flynn, president of PeopleWorks, Inc. puts it (as only Bob can put it): "If you ain't different, you better be cheap."

And what will happen when you start lowering your price? First, your margins will shrink. Second, it will be very difficult to raise your prices back up. Third, morale will drop just as fast as your prices. The list of downward spiral results is lengthy.

I'd just like to amend Bob Flynn's comments in a couple of ways. It's not enough to be different. You have to different in a meaningful way.

If your brand isn't connecting with your prospects in a meaningful way, you can have the greatest sales force in the world and you will still be relegated to a "Win Some/Lose Some" proposition. And that is not a long-term business strategy.

 

If you'd like to discover how Terra Firma can help you identify ways your brand can connect in a meaningful way contact us at info@terrafirmamarketinginc.com.