Why brand clarity is important for sales.

Salespeople tell the story of your company every day, as a matter of course, right at the frontlines. But are they giving a rock-solid introduction? One that sets the tone for the rest of the sales pitch that follows?  

Every story needs a good foundational introduction in order to engage the audience. From a business perspective, this introduction comes from your brand fundamentals – your logo and name, how the company started, the people behind it all, and a few feel-good pieces like the company’s purpose, vision, mission, and values.  

When entrepreneurs start companies, the initial enthusiasm is all about the product or service being offered. Next is excitement for the business name and logo. Some even get excited about corporate image and font colours (others leave that to designers or developers...or their nephew who does some computer stuff).  

So why do many business owners and executives wait, sometimes for years, to solidify and write out their corporate purpose, vision, mission, and values? And why do some, after the exercise of establishing them, fail to reinforce these fundamentals among their staff? 

What if this exercise produced a magic key that could open the door to a vault of gold?  

It may sound crazy, but in sales, these business and brand basics help open doors to new customers. When they tell the full story of your company, with a captivating introduction about your great ideas and the why behind it all, including how everyone on staff embraces core values as they drive toward your vision for the future, then conversations start to change from selling to inviting, and from explaining to engaging. 

So, while you may think you need to do this “purpose/mission/values” thing because that’s what executives are supposed to do, just remember the bonus that comes out of the work. Not only do you get a roadmap with some guiding principles and a company with cultural alignment, you also get good words for selling. You’ll be able to give these precious words to your salespeople who are then equipped to deliver an enticing story that attracts and engages your best customers. 

Check out our downloadable Purpose, Vision, Mission & Values with full definitions PLUS an exercise that you can implement right away!