People sell products, not the other way around

Photo: http://flic.kr/p/4qAhiw

Whether you’re a small business owner or the CEO of a large corporation, you understand the key to outselling the competition and satisfying your customer is with a high quality product. Especially in today’s economy, consumers and companies are tightening their wallets yet still expect the same level of quality and customer service. While the product is what they buy, a strong relationship and personal connection with people is what keeps them from shopping around.

As leaders, you must recognize this and provide your employees with the tools necessary to build bonds with and maintain your customers.

Create community and trust. When employees identify themselves with your company, they make great brand ambassadors that share a glimpse of your company’s culture and values with each person they meet. To foster this positive perception, work to hire employees who have both the needed professional experience and possess values similar to that of your company.

Share information across all disciplines. Each one of your employees is the face of your organization, not just the sales team, and each has the opportunity and capability to go the extra mile to build external relationships. You never know whom your employees will meet in their daily life and your next referral could come from anyone, in any department. Equip everyone in your organization with the tools they need to accurately describe and “sell” your services by providing company updates to all employees via regular meetings or an internal newsletter.

How have you added to your employee’s tool kit so they can better represent your organization? What is the most challenging aspect of creating employee brand ambassadors?