Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty

By Dan Stiff

Book Overview

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 on your customers' mind-sets, create sales pitches based on how your brand fits into your consumers' lifestyles, and fully satisfy the trade buyers' needs and expectations.

Even the most experienced salespeople tend to simply adopt their marketing department's version of their brand. Stiff helps you become a "Brand Ambassador" by making your brand your own, finding the emotional connection between your customer and your brand, and speaking "Brand Language" to serve buyers' needs. The Brand Staircase gives you the tools you need to

Discover the inherent value in your brand and sell from itAvoid "hollow brand promises" and break through the "glass ceiling of price"Build on marketing efforts to leverage your brand's identity and positioning in the marketplace

Stiff illustrates key points through practical selling experience at NCR, DeWALT, and Black & Decker. He combines that knowledge with engaging real-life case studies and proven examples from Fortune 500 companies within multiple industries. His sample dialogues and common brand examples in the marketplace make selling the brand come alive.

Whether you're selling B2B or B2C, or you're a sales manager leading the charge, Sell the Brand First will change the way you look at selling and the way you sell for the better-and for good

• Format: Hardcover
• Language: English
• ISBN: 0071470425
• ISBN13: 9780071470421
• Release Date: June 2006
• Publisher: McGraw-Hill Education
• Length: 256 Pages
• Weight: 1.24 lbs.
• Dimensions: 0.9" x 6.7" x 9.4"

Customer Reviews

Great Read for All Sales Executives

This book should be required reading for all sales executives and sales personnel within an organization. The concepts are clear and concise, and give you an insight into what your customers ultimately are buying from your company. Many of the focuses sales organizations have can be duplicated by your competitors with the exception of your BRAND! Successfully selling your brand first and foremost will lead your sales organization into years of sales increases not duplicated by your competition. "Sell the Brand First" gets your firm, your executive team and ultimately your sales force headed in the right direction for years to come.

Sell the Brand First Helps Focus Salespeople

Sell the Brand First is a book full of useful concepts for salespeople, and businesses in general, as it relates to the importance of selling their brand. Among its many important points, in a effective way, it illustrates that the primary objective of a salesperson is to migrate customers from their initial buyer's perspective to an alignment with the brand. The importance of migrating the customer beyond their initial perspective serves to create immediately profitable sales, and future brand loyalty. Author Dan Stiff makes a great point that if you want to know what your brand image is, then you better talk with your customers before talking with Marketing. This book is sure to stir debate within companies as salespeople come to grips with the importance of selling the brand first, and then pressure Management and Marketing to create and maintain a brand that can be sold based upon their conversations with their customers. The author's discussion of brand pillars addresses this issue and provides guidance to every business that struggles with this issue. Sell the Brand First is an excellent read if you are in sales, marketing, or an executive leading a business.

Every Sales VP Should Read This Book

Many organizations struggle to improve their sales through incremental changes in selling strategies. They are missing the biggest thing they can do which is sell the brand first. This book outlines a clear cut strategy to improve your sales by selling what you already own, your brand. I would recommend this book to anyone who wishes to improve their sales force and leverage their brand.