Branding and Sales should work hand in hand
Branding agency gives “High Level Presentation” to the top management and starts working in its designated path.
Sales department gets some bulletins about branding related activities
Overall Sales Department is in puzzle!
Product Knowledge
Branding boosts about a particular feature
Sales fails to talk about that feature’s related benefit with customers
Personas
Branding talks about well-defined personas
Sales approaches every tom dick and harry to sell
Marketing Collaterals
What is presented in the brochure is the brain child of branding people
The salesperson finds the brochure challenging to comprehend, as some words are unfamiliar to the sales team.
Launch Activity
Branding goes as per the schedule given by them to the management
The salesperson is confused because the stock has not arrived, yet promotions are at their peak.
Great mismatch!
Translation
Great copy writers use best of the best words and make campaigns
Linguistic campaigns will not have much impact as translations are awkward, ineffective, and do not connect well with native speakers.
Customer Experience
Branding makes TALL claims about customer touch points
Sales (front end and back end) people are not given training on various touch points to get the designated customer touch points.
One for All
Branding kit makes an exhibition kit which looks gorgeous
Unfortunately, sales people use them for local exhibition which is big shoe for small feet
Models
Branding uses models those are posh and beautiful. Customers are unable to mirror them with models and they feel this product is not for me. It is an effort to over boost a product than required.
Territory Confusion
Branding happens in the areas where distribution is not there.
Sales has no clue when enquiries are coming from those areas where logistics are not in place.
Brand Perception
Branding agency gives a schedule to move brand perception from x stage to y stage
Sales do not gear up to make changes in its distribution, selection of sales people, induction and local promotional activities.
Customer Satisfaction
Customer Satisfaction related surveys are conducted by sales people.
One manager sends a summarized feedback report to Branding agency
In the whole game, real feedback takes backseat.
Branding agency starts work in the direction as it understands customer feedback summary report