Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty
A brand has the tremendous power to create a positive experience that will resonate with your customers. So why do you-and most other salespeople- focus on selling your product or service, but not on selling your brand?\ Sell the Brand First reveals a fresh, highly effective way to close the sale: by selling to your customers from brand strength. Corporate trainer and brand selling specialist Dan Stiff shares his proven Brand Staircase Method-a four-step process that shows you how to hone in...
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Why make selling harder than necessary?Lead with your brand!Featuring real-life examples from internationally recognized brands such as IBM, NCR, Black & Decker, Home Depot/Expo, and DeWALT, Sell the Brand First offers priceless tips on selling your brand, its function, and its value to your customers.“Practical advice on how all salespeople can use the brand to boost their sales.”-Neil Rackham, bestselling author of Spin Selling“Selling a product without the brand is like selling a car without the wheels! This is a great read for anyone who touches the customer and interfaces with the brand!”-Dan Gregory, Vice President - Marketing, DeWALT Industrial Tools“If you want to build your brand and think it resides only in the territory of marketing, then read Sell the Brand First and put its new principles to work.”-Clifford Hall, Chief Operating Officer, Timex Group“Building a successful organization requires all employees to focus on continually creating brand value, especially salespeople who are the first line to customers. Dan Stiff's approach provides sales professionals with a unique framework to do just that.”-Paul Butler, Director, Global Organizational Learning and Development, Gillette“In today's business environment of mega retailers, global product sourcing and private label brands, domestic manufacturers must focus on 'selling the brand first' to add value. A seasoned industry executive, Stiff shares insightful, hard-hitting examples of Brand Selling at its best!”-Thomas P. Armstrong, Vice President-Vendor Service, Home DepotAs president of Leadership Performance Development, Inc., Dan Stiff specializes in showing companies how to leverage their brand strength, lead teams, and sell in the modern business climate. His clients include Baldwin, Home Depot/Expo, Aviall, Beretta USA, Purdy, and Juno Lighting Group. Stiff speaks to corporate groups 40 times a year and also has a network of affiliates who teach his sales methods to top corporations such as IBM, Pepsi, Pfizer, Nextel, and AOL/Time Warner.
Ch. 1The importance of brands3Ch. 2Speaking brand language13Ch. 3The buyer stair-step29Ch. 4The brand staircase47Ch. 5Challenges and opportunities67Ch. 6Mindsets87Ch. 7Motives109Ch. 8Migration119Ch. 9The lifestyle connection137Ch. 10Migrating the consumer to brand163Ch. 11Differences in selling to the trade189Ch. 12Migrating the trade buyer toward the brand207Ch. 13Building the branded culture237
