Sell your brand story: framing the sale to build trust

Sell your brand story

An amazing thing happens when you start to open up to people. This thing is a cornerstone of human relationships; it’s called trust. So you want to sell your brand story? Read on…

Trust is the foundation upon which not only a sale is built, but also a friend and loyal customer. Trust is so fundamental to sales that without earning it, you will be metaphorically running against an ever-quickening treadmill. No matter how much you run, you’ll end up going backwards and heading for a fall. How do you build such an important foundation?

You could botch it together, just with impressive words, and this is a fast but flawed route. You may say, “I am qualified in this and that”, or “I have lots of happy customers” – these type of things that display your supposed credentials. OR, now this is the tough part, OR you’re going to put a bit more effort in to prevent building such a shakey foundation. A solid foundation is created when you sell your brand story.

Nespresso are the masters of this ‘sell your brand story’ concept, their website is full of brand history, brand essence, and the background of the company and its coffee products. Along with this, they currently produce a booklet with each new capsule set that sells the story of their coffee and machine options while at the same time being helpful, useful and informative. Do you wonder why they have so many brand advocates? Wonder how they converted their audience into connoisseurs of all things coffee? Yes! They simply got people involved with them and their brand story. Do you trust someone unless you know something about them? Stranger danger comes to mind right!

So how do you sell your brand story?

Spend at least 10 minutes talking about your company, products and yourself. These things are your brand. A potential customer needs to trust all 3 to a reasonable extent for them to invest their money with you. As a salesperson, or just someone trying to pitch their startup ideas to new prospects, it’s your duty to provide the effort, time and thought to get someone up-to-speed with you AND more importantly, hear your enthusiasm about it. Not only is the story important, but the selling of the story, and delivery of the story are of equal importance.

Using Chapman and Harris’s 6W framework is helpful. The key words to consider during your brand tale are who, what, when, why and which way.

Who are you, what is your background, why does it drive you to do what you do?
What do you like and what does your company offer? When has this been different? Why do you specialise in these products and why is it important to your target audience? What are you you trying to achieve and what is the history of how your product has improved over the years? What is lacking from other companies and why do you have a competitive advantage over them for this particular offering? Which ways can you deliver your services to help your prospect? In which way have you gone above and beyond your duty to help your prospect… Include days, people you spoke to, companies you reviewed, research you’ve done.

Overall, when you sell your brand story, you create a positive image in your customers mind. In marketing circles this is called positioning. By positioning yourself strongly and providing a concrete mental picture to your prospect, you empower him /her to know you, to remember you, to associate themselves with you and your business, and finally to feel secure and like you.

Sell your brand story, connect with your customer, grow your business.

­čÖé Sell well

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