building

Personification

Now that consumers are fully tethered to social media and the internet with their buying habits, it’s time for brands to relax with their sales megaphones. Sellers have to tone down their sales talk and become skilled listeners engaged in a two-way conversation with the consumer. The brand has to understand why the consumer buys from them.  That communication forms the platform for the buying persona.

Onboard: Consensus as Competitive Advantage

Amanda Setili remembers it as a teaching moment. After a string of strong revenue growth inexplicably began to plateau, her company’s sales and marketing teams were working amid a deadlocked, awkward silence. Nothing either team did seemed to be able to revive the once robust numbers. “Diversity of thought and varying backgrounds of individuals is important. Different approaches to looking at problems and problem solving give you a wide variety of ideas and opinions for getting to yes. When everyone is aligned around your vision, mission and values, you’re pulling in the same winning direction. That’s a lot of power and a competitive advantage that’s not easily duplicated.”