Our research has shown that a company with a strong brand can exist with an average sales force. However, in a company with an unfamiliar brand, we find a strong sales force with specific behaviors, attitudes, and values that are continually driving them to superior sales performance.
A well-known brand will get you in the door. It removes the buyer’s security concerns and provides dependability and quality without much skill from the sales force. This alone can take you far, but who doesn’t want to go further?
If you have a branded company, are you getting your money's worth? You pay big bucks to build your brand and even more to your sales force. But how much does your brand carry your sales? What if you had a strong brand AND a strong sales force?
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