Do your prospects match your brand?
I’ve known a lot of people in my life that “sell”. Most of them didn’t know what they were doing.
Good selling isn’t just being a good talker. It’s a much more comprehensive picture to consider.
Does the brand (i.e. “Position in market”) match the price? Does the target audience match the brand and product? Does the salesperson’s experience and strengths match what’s to be sold and who needs to be solicited?
There’s more, but these are a few considerations for whether the foundation is in place to sell most effectively. And guess what…typically even these considerations are either not thought of or not addressed in a decent way.
Let’s start with this: your brand position in the market (your differentiation from the competition) needs to match who you target.
If you promise to be “faster” at something, you need to target busy or rich people. If you are the cheapest, you need to target appropriate income groups.
This is where the hackneyed slogan, “Work smart, not hard” applies to branding. Don’t waste time and effort approaching the wrong audience, or even the best offer will fall flat.
In sales it’s called knowing your product and “qualifying” your prospects. In branding, it’s called having a robust market strategy.