Introducing a Customer Centric Selling Approach for Multiple Brands

Many companies find it extremely difficult to aggregate the target audiences and call strategies when promoting multiple brands within and across sales teams.

As a consequence of this challenge, we often see a “Lead Brand” determining the Target Audience and first brand detail, with other promoted brands falling into line behind the lead brand and presented in a specific detailing order during every sales call.

While this makes it easy for the company to administer, the relevance of the second and third brands message may be lost to the Customer. It also means the second and third brands may be missing a substantial segment of their Target Audience which does not overlap with the target audience for the Lead Brand.

One way to get around this is to implement a Customer Weighted Portfolio Value approach to identifying Target Customers for the company’s product portfolio as described in an earlier article.

We have also helped companies drive additional efficiency by introducing one or more of the following processes;

 Introduce Brand detail objectives rather than sales call objectives. You should be measuring how many times your Brand was detailed to a Target Customer in a high value promotional interaction rather than the number of times a is seen called on (a weak metric that prevails across the industry)

 Introduced flexible Brand detailing order within a call to encourage the Sales Representatives’ to achieve their Brand detail frequency objectives for each customer for each Brand

The Brand detail objectives and flexible brand detailing have been shown to drive call value by increasing the number of “relevant” brand details per call – where the detailed brands are “relevant” to each particular customer.