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

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


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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 it
  • Avoid “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!

Product Details

ISBN-13: 9780071470421
Publisher: McGraw-Hill Professional Publishing
Publication date: 05/16/2006
Pages: 256
Product dimensions: 6.30(w) x 9.10(h) x 0.96(d)

About the Author

As 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.

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