From the Summit: At SalesSherpaGPS.com, we just finished a 2-day workshop on sales brand management by a renowned expert. However, at the end of the 2-days we were still scratching our Sales Sherpa Heads regarding; Do you know that your business, regardless of industry, is actually in the education business? Have you learned how to build upon the strong basis of your knowledge/subject matter expertise (SME)? When is it appropriate to determine the science, art and business behind your brand? So at SalesSherpaGPS.com, we started wondering when it comes to sales brand management, how can you ensure that you learn how these three elements (science, art and business) can be merged to create tremendous grow shareholder value along 3 tips… Enjoy!
The Science, Art and Business Behind Sales Brand Management
At SalesSherpaGPS.com, we’ve helped a lot of Sales Leaders in our B2B Sales Acceleration Platform. Most of these Sales Leaders believe that a sales brand is usually not what the company says about itself. Instead, most Sales Leaders believe a sales brand is what the market says about the company. The process of brand management is a long and unending one. A good brand can take years to create, but be lost in a second. Similarly, you have a personal brand as a Sales Leader: “That person is a team player” and “They can sell” or “They really deliver!” Just like with a company, your personal brand as a Sales Leader can dissolve almost instantly based on a negative interference.
According to Simon Sinek, the best story is a twist on what he calls the “Golden Circle” which explores the following three tips/sections:
- The Science – Why do we do what we do?
- The Art – How do we do what we do?
- The Business – What do we do?
These are fundamentally the three questions to ask when a business is in full view. The 3 tips are based on human behaviors, needs, experiences and motivations. It is also great to add that these 3 tips on sales brand management not only make you a better brand manager of your own company, but it also sets your mind right as an individual consumer of products and services that you evaluate in your everyday life (increasing your total knowledge about brand management).
Tip #3: The Science – Why Do We Do What We Do?
According to Sinek, it is proposed that beliefs and purpose are the foundation of the “Why.” Because of the many beliefs that require the need for answers, an opportunity emerges that paves the way through all the noise to find your why as a Sales Leader. It is essential to find the why you want to live and do for. Furthermore, fully understand what your why is and make it a central point of your branding efforts.
Tip #2: The Art – How Do We Do What We Do?
In this layer of golden circle, you decide how you are going to act on your beliefs and solve the problems you have identified. On the SalesSherpaGPS.com B2B Sales Acceleration Platform, we know that this has to do with your process of connecting with people and making them aware of you (Awfully difficult as a sales leader to sell to those that know nothing about you, right?) This can be likened to art because of its uniqueness, and can be executed in different ways depending on the company. However, we’ve found that sales leadership best practice leverages technology, training (or talent management), and accountability.
Tip #1: The Business – What Do We Do?
So this is the most important part and the outermost part of the circle. It is what the audience sees and uses to pass-on notions, comments, and feedback about the company. At SalesSherpaGPS.com, we believe that “What We Do?” (or what You do) on our B2B Sales Acceleration Platform should be a product of the Why and How because if there is an art and science behind What You Do, the consumer will see the return on their investments in turn be a return customer of your sales brand.
We’ve seen a thing or two when it comes to sales brand management since our inception, and the role sales leadership plays has a tremendous impact on the customer experience (Initial customer satisfaction, customer retention or return for future purchases, and customer loyalty or advocacy). In this post we’ve explored “What Does Your Sales Brand Say About You?” and provided 3 Tips to assist sales leadership in aligning what customers experience with what customers say about an organization.