We might compare the company identity at the root of our work to that of an individual; for both it is the foundation of behavioral patterns. Working in sales you strive to find the edge that makes the sale. That edge is likely to be the company identity because the identity of your company is the only thing your competitors can’t match or copy. It’s unique.
Knowing that, you just have to encircle the company identity, write it down and start acting upon it. You can do this analysis yourself or you can have external consultants assisting you. We will soon be publishing a book on sales-directed marketing where you will find some hints about identity analysis.
When you have the identity in writing, you take your sales presentation and look it over. Then you start building the identity into the presentation. For example, the identity states that you truly care about people. In what way will you be able to expose that to your customers? What kind of benefits will you have for your customers? Etc. When you start thinking that way, it is pretty easy to transform your presentation to reflect the company identity.
Tags: analysis, Behavioral Patterns, company identity, External Consultants, Marketing, Publishing A Book, Sales Marketing, Sales Presentation, sell, unique