How do you to optimise your brand value, today? The sales industry has grown up in the last 50 years. Emerging from an era where it was all about pushing product, the modern sales sphere is enlightened and inclusive. It’s been a growth process punctuated by trial and error, and driven by external forces – not least, the rapid advancement of technology, which goes hand in hand with the industry.
Harmony Better Than Sibling Rivalry
Nowadays however, sales people work in a customer-centric dimension, where the focus is on optimising buyer solutions. It’s a nebulous, ever-changing world of shifting demand – but you needn’t struggle alone. For many years, marketing and sales were seen as totally different entities, often working against one another rather than in concert. This is often still the case today. It’s a shame: marketing and sales have so much to offer one another in terms of helping each achieve their goals, in maximising productivity and growing a business’ reach. Of course, each field has its integrity, and its own goals and methods. But whereas once marketing and sales departments were frequently actively encouraged to work combatively and secretly, these days, it’s a short-sighted organisation that doesn’t harness the powers and talents of both to achieve success.
Strategising should be a team effort. And that effort should be focused on analyzing and promoting your brand effectively. Your brand isn’t just a logo, and it’s more than a reputation. It defines your business. It’s your organisation’s DNA. So drop the sibling rivalry, and start investigating ways of working harmoniously across your business’ divisions.
The material in this book aims to help you discover the benefits in attuning the marketing and sales spheres of your business, and to optimise your brand value. It seeks to help you understand that you are part of an enterprising, progressive industry that is changing the world for the better.
Remember: everybody lives by selling something.
We hope you enjoy this book.