Increase Employee Alignment for Sales Performance Acceleration

Increase Employee Alignment for Sales Performance Acceleration

Nice article by the Gallup Journal entitled Your Employees Don't "Get" Your Brand. Having worked with more than 100 companies over the course of my career, I wholeheartedly agree. From my perspective, there are three reasons why: Companies fail to identify their vision, mission, values and strategic positioning. A lot of senior executives think v...

Tom Smith

Tom Smith

Listen for Consumer Insights to Accelerate Sales

I was having lunch with a colleague the other day and explaining how I obtain consumer insights from respondents. In the case of insurance agents, I asked them to take me through the process of finding a lead, scheduling an appointment, the appointment itself and how they closed. Since the agents knew I had never sold insurance, they were very pre...

Tom Smith

Tom Smith

Improve Your Company’s Vision to Accelerate Sales

This is the second of several posts on the elements of a brand platform with "Vision" being the first thing to tackle. Does your company have a vision statement? Do you and your employees know what it is and what it means? About half of the companies with whom I've worked have had a vision statement -- 90% of those were vacuous. As a result, there ...

Tom Smith

Tom Smith

Identify, and Live, Core Values to Accelerate Sales

The third element of the brand platform are core values. Prior to the internet and growth of social media, I don't think companies gave their core values a lot of thought. However, today you better walk your talk or risk getting called out on social media. What values do we have now? What should we keep? What are we not that we would like to be?...

Tom Smith

Tom Smith

Positioning Your Brand to Accelerate Sales

The fourth, and final, element of the brand platform I will address in this series of posts is stategic positioning. Al Reis and Jack Trout wrote Positioning: The Battle for Your Mind in 1981. The premise of the book is as important today as it was then. What makes your product or service different and better? Distinguishes a brand within a comp...

Tom Smith

Tom Smith

Consumer Insights and Aligned, Empowered Employees

In a recent edition of Communication World, Steve Crescenzo writes about corporate communications for employees and their disinterest relative to other distractions like Facebook, You Tube, et al. While this is a challenge, there is a bigger challenge. One of the biggest problems I see in companies I work with today is the lack of adoption of the m...

Tom Smith

Tom Smith

12 Steps to an Integrated Marketing Communications Plan

The Brand Platform: The Foundation of a Cohesive Integrated Marketing Communications Plan Why a Brand Platform? A brand platform will align the company’s goals and aspirations with its resources and capabilities A brand platform sends a message to everyone in the company It should be: 1) short enough to remember; 2) simple enough to understan...

Tom Smith

Tom Smith

Insights on Design from the October, 2013 edition of FastCompany

The October edition of FastCompany magazine is always my favorite (#BestDesignFC). It's the "Annual Innovation by Design Issue." This is the 10th edition of the design issue. I'm not a designer, I'm a marketing strategist. However, I fully appreciate the power of design and am saddened by the lack of respect given to the importanc...

Tom Smith

Tom Smith

Align to Accelerate Sales

Vision Mission Values Strategic positioning (i.e., what makes you different and better) Think again. Odds are they aren't. I just heard Jessica Cobbs, Global Brand Director of UPS, speak and their management team wasn't in alignment. If your management team isn't in alignment, what are the odds your employees are all working towards the same...

Tom Smith

Tom Smith

Empower, and Brand, Employees to Accelerate Sales

I was at lunch the other day when I noticed an HVAC repairman in what appeared to be a NASCAR pit crew outfit. I wish I'd taken a picture, it's better than the example above. This young man had on heavy work pants with multiple pockets like an EMT, a dri-fit thermal shirt and a work shirt with his company logo, brand identity, contact information,...

Tom Smith

Tom Smith