Why brand reputation matters in large sales

The value of a strong brand reputation plays a critical role in the extended sales process.

The value of a strong brand reputation plays a critical role in the extended sales process.

Brand reputation sells long after the sales call

In the book Spin Selling by Neil Rackman, sales methodology is explored and documented. One of the findings, supported by research, is that in large sales, the selling process is often pushed through the sales funnel by personnel internal to the buyer of the product or service, due to the number of influencers and decision makers that must approve large capital expenditures. During this extended sales cycle, it would be almost impossible for the sales rep to be present for every meeting and address every objection or question that might arise. For that reason, the value of a strong brand reputation plays a critical role in the sales process.

Brand reputation in the digital age

Brand reputation is a soft metric that does not lend itself to the analytics of lead generation or conversion. Yet it may be one of the most powerful sales influencers that a seller has at its disposal. In the digital age where every aspect of a brand can be researched by a purchaser, a sterling reputation for performance, service, and durability provides a blanket of reassurance for the purchaser. In fact, positive brand attributes can elevate the brand from competing on price alone to commanding a premium price because of the intangible and emotional connections that the purchaser establishes with the brand.

Foundation of the brand reputation is delivering on the brand promise

The brand promise is a contract with the customer that they will receive the promised brand experience. The brand experience is the customer’s interaction with the brand at various touchpoints. Examples include website functionality, customer service response, technical assistance, and delivery; even the product packaging can help deliver on the brand promise. When viewed as a whole, each of these elements contributes to the brand reputation.

Outbound and inbound marketing efforts also contribute to the brand reputation. Customer insight gained through traditional or digital channels provides the framework for key messaging which can be used in advertising, promotion, and social marketing.

In large sales, one of the challenges is keeping the prospect in the sales funnel and not having them spin off into in a different direction based on inaccurate information. Therefore, investing in the brand’s reputation keeps a consistent stream of messaging that can counteract competitors’ efforts to sway the purchaser toward their product or service offering.

Additional articles you may find of interest on this topic:

What’s your brand’s reputation worth?

Why Business-to-Business Marketing is Transforming to People-to-People Marketing

Inbound Marketing and the Prospect Pipeline

Please leave your comments or thoughts below.

Copyright: / 123RF Stock Photo

Brand Loyalty and the Art of Motorcycles

Brand promise fulfills emotional needs

Big Bend Bucket List Ride

Visceral experiences create emotional connections to brands.

It was the bucket list ride. 2,200 miles in all, beginning with a ride to Big Bend National Park and culminating with the North Texas Norton Owners Association rally in the Texas hill country. That much seat and think time allows for serious contemplation such as brand loyalty -– how to create it and how to keep it.

User experience drives brand loyalty

Four motorcycle brands were represented on the trip — Yamaha, Honda, Triumph, and Harley Davidson. Each of us being expert riders, we had accessorized our machines to complement our riding preferences and styles. Brand loyalty was evident by the fact that many of the machines were upgrades from previous models, leading to the conclusion that riders select their machines based on previous user experience. When reliability is of the utmost importance, riders select the brand that has never failed to deliver the intended results.

Reliance on performance creates emotion connection with the brand

Big Bend National Park encompasses 801,163 acres, making it the 15th largest national park in the United States. With that much distance to cover, dependability of the machine takes on new meaning. Feature and function is highly relative in brand loyalty, and performance criteria is measured by miles per gallon, rider comfort over long distances, handling characteristics in high wind situations, cargo capacity, and overall emotional connection with the motorcycle at the end of the day.

Brand promise fulfills emotional needs

Motorcycles occupy a special place in the category of fulfilling emotional needs. Novice riders like to think of it as rebellion and non-conformity. Veteran riders are fulfilled by the promise of a new vista at every turn. Regardless of the brand or riding experience, motorcycles put you in the picture and expose all of your five senses to the visceral experiences that come from the riding environment. Individuals that want to experience life, not just view it from behind a windshield, are calculated risk takers attracted to this form of travel.

Brand loyalty makes us advocates

Our group of riders hailed for Europe, Australia, and North America. Our affection and excitement for a particular brand, vintage or new, comes from our user experience with the brand. This experience spans decades and encompasses milestones in a riding resume. Our loyalty is demonstrated by repeat purchases, social events, and interest in all things with two wheels, a seat, and a motor. No matter the industry, marketers that study this curious group can learn valuable lessons from those drawn to the open road and the anticipation of exploring new vistas that are just around the next corner.

Click here for more trip pictures

Additional articles you may find of interest on this topic:

Differentiating your brand from the competition

Investing in your brand perception

Creating the foundation for brand differentiation

Please leave your comments or thoughts below.