Branding and Sales should work hand in hand

Branding agency gives “High Level Presentation” to the top management and starts working in its designated path.

Sales department gets some bulletins about branding related activities

Overall Sales Department is in puzzle!

Product Knowledge

Branding boosts about a particular feature

Sales fails to talk about that feature’s related benefit with customers

Personas

Branding talks about well-defined personas

Sales approaches every tom dick and harry to sell

Marketing Collaterals

What is presented in the brochure is the brain child of branding people

The salesperson finds the brochure challenging to comprehend, as some words are unfamiliar to the sales team.

Launch Activity

Branding goes as per the schedule given by them to the management

The salesperson is confused because the stock has not arrived, yet promotions are at their peak.

Great mismatch!

Translation

Great copy writers use best of the best words and make campaigns

Linguistic campaigns will not have much impact as translations are awkward, ineffective, and do not connect well with native speakers.

Customer Experience

Branding makes TALL claims about customer touch points

Sales (front end and back end) people are not given training on various touch points to get the designated customer touch points.

One for All

Branding kit makes an exhibition kit which looks gorgeous

Unfortunately, sales people use them for local exhibition which is big shoe for small feet

Models

Branding uses models those are posh and beautiful. Customers are unable to mirror them with models and they feel this product is not for me. It is an effort to over boost a product than required.

Territory Confusion

Branding happens in the areas where distribution is not there.

Sales has no clue when enquiries are coming from those areas where logistics are not in place.

Brand Perception

Branding agency gives a schedule to move brand perception from x stage to y stage

Sales do not gear up to make changes in its distribution, selection of sales people, induction and local promotional activities.

Customer Satisfaction

Customer Satisfaction related surveys are conducted by sales people.

One manager sends a summarized feedback report to Branding agency

In the whole game, real feedback takes backseat.

Branding agency starts work in the direction as it understands customer feedback summary report