Do all sales and service staff know the brand values and brand promises of your brand? Do sales and service staff know how to behave in accordance with the brand? Do they embrace the brand in their thoughts, feelings and actions? Are the brand values and brand promises used effectively in the sales conversation? Do you deliver on the brand promise to the customer? Do you only incentivise according to performance criteria or also according to value alignment?
60 percent of customer enthusiasm and 70 percent of customer frustration can be traced back to employees in the company. Behind enthusiastic and satisfied customers there are always dedicated, motivated employees who feel committed to the brand. However, when travelling in sales or in test interviews with service staff, we often experience that although certain procedures are followed in sales or service conversations, these are not linked to the brand’s value proposition in terms of content. As a result, the brand cannot be experienced by the customer.
Strong brands are pre-sellers and door openers for sales. Accordingly, sales staff must be made fit in the subject of brands through brand training. They need to understand why brands are important in sales and how the brand can help them sell. They need to know and understand the brand values and the key value proposition of brands. And finally, you need to be able to translate the brand into thinking, feeling and acting. Brand training helps to ensure that salespeople try to sell less on price, on product benefits or in other ways, and instead take a systematic approach from the brand.
We analyse how well your sales force acts as brand ambassadors with customers and uses the brand values effectively in sales talks. We develop a sales system and arguments from the brand. With you, we train the sales force in terms of argumentation and behaviour. With the development of suitable controlling and performance incentive systems, we measure not only performance but also value alignment. So that you can win new customers more easily, sell more effectively and retain customers better.
You probably know it from personal experience: the standards at check-in in hotels or at call centers are usually tediously the same. There is usually no trace of differentiation. With your help, we operationalize brand values into concrete service promises and service behavior that can be experienced. In training programs, we show and train service employees how they can anchor the brands in service in their thoughts, feelings and actions and thus make value contributions for the company and for customers. We also review and optimize service processes to ensure brand-compliant behavior.