Have you ever been very excited about a product or service based on the advertising you’ve seen, only to be extremely disappointed and confused when you actually became a customer? It can be incredibly difficult for the strategies of the boardroom and marketing team to actually be executed on the front lines of customer experience. Chris Wallace, interviewed by John Golden, talks aligning your brand and product stories in this expert sales interview.
This expert sales interview explores:
- An example of a brand and product story
- The importance of alignment
- Challenges to creating alignment and how to overcome them
Brand and Product Stories:
In order to demonstrate this concept with a real-life example, take one of the many major, household companies out there that use contractors. Let’s use the example of a home improvement company. This company likely spends lots of money branding in a variety of different formats, like digital ad campaigns, ads on HGTV, or images in home magazines.
Too often, those marketing messages are not really communicated properly and adopted by the customer-facing people who are often the first major interaction with your brand.
Challenges to Creating Alignment:
Part of the challenge of creating alignment is that large, consumer brands have a huge number of employees or brand representatives that are not clear on the message that they need to be conveying. The more people involved, the more complicated and the situation becomes.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.