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Whether your company is still in its infancy or ready to change its brand to meet the demands of a changing world and audience, a revamp is a great way to gain exposure that will ultimately become revenue. Part of successful branding is consistency across all channels, and that includes your sales department. Here are some tips and helpful information for developing a sales process that suits your new brand.
Before you can really make any changes to the way you market and present your brand to the world, you must first develop a strong brand identity. This means that you will need to focus on selling your brand rather than your product, and in order to be successful in doing this, you will need to ensure that your brand is an accurate reflection of your company. Think about what you want your brand to really stand for, get opinions from others inside your company, and think about how the new brand will affect everyone in the company – including the sales department.
For your sales team to truly embrace the changes that a brand revamp brings, honest, open, and frequent communication is crucial. Lead generation is crucial to sales. The marketing department plays a huge role in finding leads, but it’s up to the sales department to convert them. For this reason, it is important that both teams work together to create a process that flows smoothly from the first point of contact through the sale and beyond.
The marketing team will need to ensure that it generates leads in a way that is consistent with the revamped brand and does not compromise established values. Changing your brand also means changing your approach, and both your marketing and sales departments must be privy to those details. If the marketing department plays up a specific set of values but the sales department fails to follow through, this can create confusion and lead to failed conversions.
Though the marketing team does much of the behind-the-scenes lead generation, it’s the sales department that serves as the face of your business. These are the people on the front lines interacting with both your existing and your potential customers, whether face-to-face, over the phone, or via email. It is absolutely crucial that your sales department accurately conveys your new brand identity.
As an example, consider a company that has sold CMS software since the very beginning. Initially, their brand may have focused on being one of only a handful of companies to offer said software, but now, the competition is fierce. A brand revamp may mean focusing marketing and sales efforts on something like ease of use or overall value, instead. If the marketing team generates leads based on the promise of ease of use, then the sales team must develop a process that also focuses on ease of use. This helps to solidify ease of use as part of the brand identity and keeps things consistent throughout the entire life of the relationship with a customer.
Numerous companies have improved their revenue (and in some cases even saved their businesses) by revamping their brands – but only when the rebrand is solid and includes every single department within the company. By ensuring that your sales department understands what the new brand stands for, and by helping them develop a sales process that is consistent with your brand’s values, you can expect a great deal of growth in the future.
