Your Firm Has a Story to Tell. It's Your Job to Sell It!

Your Firm Has a Story to Tell. It's Your Job to Sell It!
A business without a face will only serve to immerse your
firm further in the deep sea of competition! We live in
an experience economy. Firms are charged with creating an
entirely memorable experience that customers wish to return
to again and again. Your passion and purpose for being must
be told to your customers and the world.

Humans are emotionally driven and directed beings and will
pay more and purchase more from those firms and individuals
that hold both: mental and emotional real estate in the
minds and heart of their customers.

Research suggests that those brands that engage people
emotionally and that differentiate themselves command
prices 20% to 200% higher than competitors' and sell in far
higher volume. Want to be as sticky to your customer as
Nordstrom's, Starbuck's or Target? The world's most
successful brands evoke an emotional response from the
customer and have a great story to tell.

Firms spend the majority of marketing dollars to create and
then offer elaborate brand promises. These same firms
don't pay enough attention to delivering training that
ensures these promises are translated into reality for the
employees and ultimately for the customer.

A timely research project at Baylor University is
investigating how employee based branding effects brand
equity. In a series of studies, Chris Pullig, Assistant
Professor of Marketing, found that when employees find the
brand they represent more attractive by fully understanding
the firm's story, they are ever more committed to deliver
the brand's promise. This commitment is positively related
to job performance and ultimate customer satisfaction.
This means that brand messages aimed at current and
prospective employees may be equally important as the ones
aimed at consumers in creating marketplace success.

In summary, your firm's unique story communicates your
passion and engages your customers emotionally when told in
a creative, endearing and thought provoking way. That story
and its appeal to the customer can make you all the more
attractive as they begin to develop a personal affinity
with your firm. Your brand's internal and external image
cohesiveness is also a direct reflection of your ability to
get your entire team to operate from the same playbook.

The shared passion, purpose, vision, and core values that
your team members hold will help them to communicate the
brands story to current and prospective customers. It is
the responsibility of your management team to translate the
firm's unique story into something exciting for them that
will ultimately impact your customers.

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With more than 20 years experience in corporate turnaround
environments, John Males brings expertise to clients in the
areas of management, sales and negotiations. His customers
include some of the world's most successful firms and
recognized brands. John can be reached at
info@fathomtraining.com or http://www.fathomtraining.com