Reaching your own staff is easy. Reaching the big web of external retailers is not.
The key to good branding is sharing knowledge with your frontline people. The people who actually meet your end customer. The sales reps.
Anyone who ever sold anything knows that you need to be confident and know the stuff you’re selling to be a top performer. You also know that you sell out of habit. You sell what you know. The product that is top of mind. The one you sell every day, every week. Because it’s easy.
As a salesperson you cannot be an expert on every brand. But you can be an expert at selling. And you are at your best when you are enthusiastic and knowledgeable about the products you sell.
As a brand trying to break through to these salespeople at multi brand stores, you need to provide the tools they need to sell your products well. The key words being motivation and education. You can change old habits for ever with the right message and the right incentives.
But first, you have to reach them. Being the recommended brand against all other options often comes down to how well sales reps know, love and promote your products.
Once this channel is open, you must use it wisely:
- Tell them the story about your company.
- Let them know interesting details about your products.
- Tell them all the neat features.
- Show them cool pictures of your newest products.