In presenting their brands, most of our clients understand that their websites, advertising, collateral and sales materials must communicate a consistent identity and marketplace distinction. It’s how they separate themselves and stand out to target audiences.
What’s frequently overlooked are employees. Specifically, training the sales or leasing teams to effectively communicate the brand and educating employees to be brand ambassadors.
Sales and employee training is overlooked because branding is often considered a marketing function designed to bring in leads, or budget is not allocated and employees are asked to “self-educate” by reading a new website, press release or collateral at best.
The reality is that your sales team and employees represent the face of your brand and can come into contact with thousands of potential buyers, so it’s absolutely critical that they not only understand how to explain your brand, but communicate it in a way that resonates emotionally. Why? Because purchase decisions, particularly large purchases such as a new home, are emotionally-driven. And creating emotional connection is the key to generating sales.
Walker considers employee and sales training as essential, and we’ve developed a simple but effective program for employees and sales teams to tell their brand story beyond dry copy and features and benefits. We teach emotional connection by focusing on three important presentation techniques:
- Using the presenter’s personality to tell a story and add personality to their presentation
- Customizing that story to the specific interests and needs of the audience
- Translating brand features into benefits that fulfill those needs
The results are impressive, and our clients Starkey Ranch, Babcock Ranch, Lennar and Horizon Bay are benefitting significantly from the deployment of formal training programs.