Tweet

Your Brand Lives in your Sales Team

Written by: John Brennan

Article Overview: Your best sales reps live & breathe your brand. They connect with your market every day. And when they don't personally convey your brand personality, they negate your entire brand strategy and competitive positioning strategy

Your Brand Lives in your Sales Team

Have you ever considered firing your star salesperson??
I thought not.
Yet that's just what the CEO of Anthropologie did. It's one of the great stories in "Mavericks at Work: Why the Most Original Minds in Business Win" by William C. Taylor and Polly LaBarre. Great companies are original and different, say the authors. They have a strong purpose and cause that they live and breathe every day.

CEO Glen Senk has helped grow Anthropologie (a women's apparel and accessories retailer) from one location and $2 MM in annual revenue in 1994 to 77 stores and $500 MM in 2005. He's achieved this success in part by focusing on their passion and sticking to their cause.

Here's how Senk describes their brand:

"Our customers are our friends, and what we do is never, ever, ever about selling to them. It's about helping people put together a wardrobe or create an eclectic home. It's about helping someone look great and feel good about themselves. It's never about the quick sale."

Back to the star salesperson. She consistently sold $6,000-$7,000 of merchandise daily. Her store had an incredible day whenever she was on the floor. But Senk watched her in action and made a discovery: she didn't really care what she was selling. She just wanted to make the sale.

"She let people walk out of the dressing room with things that simply didn't look good," Senk explained.

He fired her immediately. She wasn't treating customers as her friends. Anthropologie has a clear brand personality and believes their employees must radiate that brand. No exceptions. And it's hard to argue with their success.

In many B2B companies, people are the brand and the ONLY differentiator. Sales reps, account managers, customer service and support teams all shape the customer experience. And that makes it even MORE important to hire team members that live & breathe your brand promise!

Related Articles
  Why Personal Branding Your Online Business Is Important
  Personal Branding: Make Sure Your Staff is on Board
  The Power of a Brand Name and how to make your own brand powerful
  Let Me Tell You About A Truly Great Brand
  Do you have the sales force your strategy needs?

Article Tags: brand personality, brand strategy, competitive positioning, positioning strategy



Related Forum Posts
Online Sales and Marketing vs Traditional - Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Don't give up 40%! - Congrats on this milestone Evan... I agree with outsourcing any function that makes the business owner a Front-line worker as this is not best use of your time. I also agree with Louis that 40% is too much to give up. 40% may work if you have surpassed your income goals from the website and after you pay the 40% you are still within your monthly income goals. Would an RFP/RFI (Request For Proposal/Information) to companies like this Website Sales Team be a call you need to make?
Re: Online Sales and Marketing vs Traditional - [quote="ltrahan":31w9r2iz]Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz] I second the request...
Re: Anyone Uses Elance.com? Guru.com? Rentacoder.com? - I've had quite a bit of success on oDesk.com. I've never used Elance so I can't compare. I like oDesk.com 'cos I get to sort thru people (e.g. within a certain bid range) with a single click. I find their help response very quick and I like the oDesk Team software that "providers" must install. This gives me the Buyer more insight as to what I am paying for. The Team software takes screenshots of the Providers screen on 10 min increments so I can see that the person is infact doing work for me.
Seek Venture Capital & Funding - Hello, Greetings from India. I am Seeking Venture Capital for Offshore Software Company Start-up. Need advise along with Business Model Sample. I have a basic outline for an offshore company. 1. Technology - like Microsoft Dot Net, Java, LAMP 2. Talent Team - Found Good Technology Developers. 3. Where I can get the leads/potential customers - Leads have been identified who are willing to move forward offshore projects. 4. I do not have resources like funding. It is a very critical factor to me Industries: Manufacturing, Real Estate, Retail, Insurance, Distribution & Logistics, Healthcare, Industry Associations and Software Product Development, Agricultural Industries and Etc. Services: Offshore Software Development Company. Offices to be located: Hyderabad, Andhra Pradesh, India and USA. Products/Services/Applications in areas like POS & Billing, Sales & Distribution, Production Planning, Material Management, Inventory Control, Plant Maintenance, Purchasing, Accounting and Logistics. Dynamic Web Programming with Database Driven Content Management Systems, Online Stores for E-Commerce, B2B Solutions, Community Portals, Website Redesign and Development, Custom ERP with Enterprise Wide Functional Modules such as Marketing, CRM, Accounting, Inventory Control, Sales & Distribution, Production Planning, Purchase & Stores, Logistics and Supply Chain. Seek your further questions and help. Thank you, Best Regards, Jayapratap.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Adapting to Technology and the Internet

Are You Listening?

Stay Employed In A Down Economy

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.