Sell the Brand First How to Sell Your Brand And Create Lasting Customer Loyalty

A brand has the tremendous power to create a product that will resonate with your customers. So why do you-and most other salespersons-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 buyers' mindset, create sales pitches based on how your brand fits into your buyers' lifestyles, and fully satisfy your 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 toDevelop a company's culture centered around "Brand First"Discover the inherent value in your brand and sell from itAvoid "hollow brand promises" and break down the "glass ceiling of price"Build on marketing efforts to leverage your brand's identity and positioning in the marketplaceSell to the professional buyer in a business-to-business settingStiff illustrates key teaching points through engaging real-life case studies and examples, from Fortune 500 companies such as Pepsi, Home Depot, Marshall's/TJ Maxx, and Closetmaid, as well as proven personal selling experiences, sample dialogues, and common brand examples in the marketplace.Whether you're a salesperson in a retail store or 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!Why make selling harder than necessary?Lead with your brand!Sell the Brand First gives you a proven method for achieving outstanding success-by selling from brand strength to meet your buyers' needs. Using real-life examples from internationally recognized brands such as Pepsi, Home Depot, and DeWalt, Stiff offers priceless tips on selling your brand, its function, and its value to your customers.,p"Dan Stiff played a key role in building the DeWalt tool brand-one of the runaway successes of branding. Using lessons from experience he gives useful and practical advice on how all salespeople can use the brand to boost their sales."-Neil Rackham, bestselling author of Spin Selling"Selling a product without the brand is like selling a car without the wheels! This is a great read for anyone who touches the customer and interfaces with the brand!"-Dan Gregory, Vice President - Marketing, DEWALT Industrial Tools"If you want to build your brand and think it resides only in the territory of marketing, then read Sell the Brand First and put its new principles to work."-Clifford Hall, Chief Operating Officer, Timex Group"Building a successful organization requires all employees to focus on continually creating brand value, especially salespeople who are the first line to customers. Dan Stiff's approach provides sales professionals with a unique framework to do just that."-Paul Butler, Director, Global Organizational Learning and Development, Gillette"A seasoned industry executive, Stiff shares insightful, hardhitting examples of Brand Selling at its best!"-Thomas P. Armstrong, Vice President - Vendor Service, Home DepotStiff, Dan is the author of 'Sell the Brand First How to Sell Your Brand And Create Lasting Customer Loyalty', published 2006 under ISBN 9780071470421 and ISBN 0071470425.