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What does your brand stand for?
We spoke at a sales conference recently and addressed the complex subject of brand building. We talked about certain companies whose brands are so strong we know immediately what they stand for. Apple, for example, stands for so many things but primarily innovation, design and style. Volvo on the other hand stands for ‘safety’.
It is a mistake to think that brand values can only apply to larger companies. A self employed plumber is perfectly capable of having his own brand values; to be the ‘default central heating expert in the county’. Surprisingly, many large companies have no brand values whatsoever.
One of the audience members at this conference took this theme into a meeting with a large client with eight marketing directors. He used the example of Apple and Volvo and then asked the eight marketing experts what their brand stood for. They couldn’t answer. The strength of this question elevated his relationship immediately from ‘supplier’ to ‘partner’. Here was someone who could help to build their brand. In most cases we need someone from outside to look at what we do and summarise what we stand for.
Now is the time to consider this area of your marketing because the companies who invest now, as the recovery gathers pace, stand the best chance of gathering sustainable brand momentum, and could become the instantly recognisable brands of the future.
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La ‘Avec Grande Vitesse Close’
We were training last week in Montpellier, which was wonderful because of the Mediterranean heat and because of the great team of salespeople we were working with. We had lunch the following day in town and were served by a very efficient lady in her family restaurant. She served us some excellent fish and as we were in a rush to get to the airport we asked for the bill. As quick as a flash she suggested ‘deux cafe avec grand vitesse?’ (2 coffees with great speed?) – the addition of the words ‘grand vitesse’ made it a no brainer for us. This is a brilliant new close! Anyone who wants to up sell, virtually anything, can offer something else ‘very quickly’ – most of us are happy to consider something else as long as it doesn’t take too long!
Search for La ‘Avec Grande Vitesse Close’ in youtube to see Jeremy perform this in french!
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Summer Summer Summer Time!
This will be our last newsletter before we go away for our summer break. Jeremy has already visited Turkey and Euro Disney this year, and is now off to Devon. Ann is going to Ireland, and Bob has taken a villa in the Luberon.
Wherever you end up make sure you relax and recharge in time for a positive second half of the year. We can’t believe that 6 months of 2010 are gone. Time flies when you are busy and the next 6 months promise to be the busiest we’ve ever seen. So make sure you come back ready and excited about the challenges ahead!
If you think these newsletters are useful please forward them to anyone you think may also find them of value and encourage them to subscribe at our website www.realitytraining.co.uk
Thanks for reading
Bob & Jeremy
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Our Latest Newsletter - 13th July 2010
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