If your CEO says “I want to be the next Salesforce, or HubSpot, or (insert name of your favourite successful company here),” but you aren’t sure why or how these companies have achieved the levels of success they have, then this list is a great starting point for you.
Great companies have built their brand following these steps which, if done correctly and consistently, will help make selling your service easier.
1) Your service must be great
If your service is sub-standard then stop reading and fix it – now. If what you’re selling isn’t great, it won’t matter how much time or money you throw at promoting it as it won’t be sustainable. Whichever company you imagined your CEO saying they wanted to be like, I can guarantee that its service offering is excellent.
2) Get your CEO to commit to the branding process
If you don’t have buy-in from your CEO, again, you must stop and fix it – now. Brands grow from the top down so you’re guaranteed to fail if you don’t have buy-in from top management from the start.
3) Focus and differentiate
No two services are the same so identify your unique selling proposition to stand out from the crowd. This can sometimes be difficult to do internally since, in my experience, people can be too close to their service and have a difficult time articulating the true customer benefit they offer. Talk to your customers to gain insight or, better yet, hire an outside company to conduct the survey. Your customers will probably be more frank with answers when asked by a stranger.
4) Determine where you are now (your position)
You can’t get to where you want to go without knowing where you’re starting from. Talk to current and past customers, plus prospects you failed to convert into customers, to find out where you are positioned in the marketplace.
5) Determine where you want to go (your positioning)
Make sure that the leap from where you are now to where you want to be (your current position in the marketing place to where you want to be positioned) isn’t too great. Is it believable? Will the marketplace accept this new position?
6) Get buy-in from everyone
Once you’ve developed your new positioning statement and brand promise, ensure that you get buy-in from everyone – and everyone includes employees at all levels, not just management.
7) Ensure all your brand touchpoints are working
This is where being consistent with your brand messaging kicks in. Are all your employees able to articulate your brands promise and positioning? Is your sales teams’ PowerPoint content consistent with what your website is saying?
8) Be consistent
Steps 1 through 7 will be a waste of time and money if you don’t stay consistent with your brand messaging. Your company will never be the next Salesforce or HubSpot if you fail here. Ensure consistency everywhere.
9) Be patient
Change won’t happen overnight so you must be consistent and patient. If you follow these steps correctly, your sales efforts will become much easier.