Branding

Rebranding Your CPG Sales Force, Part 1 of 2

Recently, I had the pleasure of meeting with a potential consulting client and to my delight, he explained that all management employees were challenged with creating an individual Brand. And even more specifically, how their brand was helping this food broker grow!

What do you think of when you see this image?

It is an interesting and necessary assignment especially in today's CPG arena. When you click on the "brand" link above, you'll see my brand and learn what I stand for;  clearly that is providing proven solutions. That's the main purpose of a brand! What does it represent; that I offer and am perceived as the only solution to solving CPG challenges?

So How then, do you go about branding/rebranding (I would like to think at this point most of you already have a sales force brand).

First, you have to establish a personal brand for each of your sales employees; actually they will be the ones establishing the brand. As leadership, you will provide the philosophy (what your sales force should be known for) and what they stand for and how that integrates into their personal brand.

And what you want to be known for is SOLUTIONS!  Just as I asked  the question in the photo above, the answer lies in your own interpretation. The key is that no matter the logo, there are many "common perceptions" --many like minded opinions of each of those "brands." And that's the whole point; to establish a common perception that identifies with your sales force by your target audience (clients).

What do you think of when you see this image?

You design and craft the message (perception). The two pictures represent strength and trust.  So if you read the linked articles then you know that it's not about a logo, or position statement, it's about SOLUTIONS!
What do your clients need? The answer below applies to us all.

"CPG sales forces are required to deliver comprehensive product, brand and category strategies."


In part two, we'll examine how to position your sales force to be "top of mind" when it comes to solutions which is the word you want to use not strategy. The goal of today's post was to explain the what and why! How did I do?  Please be sure and provide your feedback, topic ideas, or if you have a question, please contact me at bobinnes@verizon.net. Technorati code: 9Y43UQSP64J

 

Part 2-Conclusion to Rebranding your CPG Sales Force

How do you stand out?

In order to know how to position your sales force brand, you must first understand the industry expectation...also known as the Cross-functional collaboration. "The days of lone-wolf sales tactics have passed.

“CPG salespeople need to be brilliant at bringing in the resources and expertise around them,” says one executive. CPG salespeople can help retailers achieve their marketing, supply chain and cost reduction goals, by understanding how functions interrelate and then building cross-functional teams accordingly.

As one CPG executive explains, “We used to hire people in account management roles, and expect them to do it all—be successful, hit their numbers, grow the account. Now the primary question for salespeople is:

‘What support do you need in order to succeed?’” excerpted  from the 2009 Grocery Manufacturers Association (GMA) study "Raising The Bar for CPG Sales People."

What else does the new and improved CPG Sales person need to be in today's complex CPG arena?

A CPG salesperson needs to be a merchandiser, a long-term category strategist, a general manager and a thought partner. That all spells one word-solutions Sounds simple right?

For your client/customer, it needs to be this easy...

For your customer or client it needs to be exactly that simple. You want them to believe that no matter how difficult, complex or life threatening their problem is.....they can relax because they have the utmost confidence that your CPG Sales force will save the day and make it easy to solve. At that point you have a reputation at stake.

And it starts by doing something highly unusual in this industry....Over investing in the customer business.... As one mass retailer executive explains, “We require CPG sales forces to ‘over invest’ in relationship-building and become advocates that can navigate unique retail environments.”Cross-functional collaboration. What that means is doing much much more than has been or will be required. Make no mistake, if your CPG sales force doesn't have an identity, and your competition does....don't be surprised who gets the lion's share of that retailers' business.

Invite your sales force to actually solicit  non-traditional problems that need solutions from their accounts. Nothing is off limits. If it is keeping the account "Awake at Night," you want a chance to help.

Once you solve a "monumental" challenge for your client/customer, then you get to toot that horn really loud.

It's exactly how you stand out! Let that sink in....Until you wrap your arms around the cross-functionality deliverable, (and some of you already have as the survey points out--see Part 1), don't expect your sales numbers to gain much traction. Honestly, you may have to provide more training first before you can build the brand. That's a good thing!

The goal of today's post was to explain the How and Who.  How did I do?  Please be sure and provide your feedback, topic ideas, or if you have a question, please contact me at bobinnes@verizon.net. Technorati code: 9Y43UQSP64J4